My Fairy Garden blossoms

by TnP Staff
Published: 21 November 2017, 10:09
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Interplay’s marketing campaigns boost brand's success throughout spring and Christmas

Interplay’s popular My Fairy Garden range is blooming with activity, benefitting from a strong TV and marketing campaign in the lead up to Christmas.

The best-selling grow and play sets enable children to create magical gardens populated by enchanting fairies and unicorns. They are currently being promoted with strong TV and marketing campaigns, featuring 750 TVRs in UK are Ireland. Supported with a strong retail presence and prominent on shelf placement in a wide range of stores, including toy shops, supermarkets, department stores and home and garden outlets, My Fairy Garden continues to be a must-have purchase.

Interplay has even bigger plans for the brand for next year. Launching from spring 2018, a new enhanced marketing programme will be initiated, designed to build awareness, loyalty and depth of purchase. The company has also appointed Wire PR to handle PR for the My Fairy Garden brand. Activating a year-long communications plan, Wire PR will secure coverage for the brand across all media. My Fairy Garden will also be showcased at key blogger events and promoted via social media activity, building even more awareness across all channels.

Interplay's Meric Pekcan-Butcher said: ”2018 will be a very special year for My Fairy Garden. The brand is becoming an ever-green property and we are working hard to support the growth of the range with exciting new product launches. We are also delighted to be working with Wire PR to maximise the awareness and coverage for the range. More innovative marketing activity is also in the pipeline. All to be revealed soon.”

Not limited to success on these shores, the popular My Fairy Garden range has also been nominated for the Toys Of The Year Award, playset category, in the US.