Super start for SuperZings
Magic Box Toys' new superhero-themed collectable range sells more than 500,000 units in first four weeks
Magic Box Toys is celebrating the outstanding launch success of its brand new collectable range SuperZings: Rivals of Kaboom , with more than than half a million units sold within the first four weeks.
Focusing on activity which targeted parents and young children in the UK, a 360-degree marketing strategy incorporated activity across Magic Box’s social media channels, TV advertising, a bespoke Show & Tell Superheroes initiative for 200 UK primary schools, a two-week take-over of popular mum-hub UKMums.tv, blogger engagement, a Twitter Party, a news generation poll resulting in over 200 pieces of media coverage, plus extensive sampling programmes around the UK.
Ben Harper, Director UK and Ireland at Magic Box Toys, said: “We are thrilled by the positive impact the launch has had for SuperZings. Working closely with Playtime PR, our objective was to get SuperZings out there in the hands of parents and children in meaningful and engaging ways, so that we could ultimately create devoted collectors. This was crucial in generating the buzz around launch and the campaign has generated engaging, interactive and exciting content which can be used across multiple media platforms.”
The primary school initiative was designed for year one classes specifically to turn the popular “Show & Tell” classroom moment into a much bigger and more engaging experience for five and six year olds across the UK. An initial wave of 200 schools received a free pack containing an expert guide for teachers to get the most out of children using Show & Tell, as well as posters, stickers, a specially-created SuperZings Show & Tell Superhero cape and eye mask as well as 20,000 blind bags for children to take home.
In addition, Magic Box went ‘back to school’ and spent the day with children filming a ‘kids say the funniest things’-style video series for use on social media, UKMums.tv and YouTube.
To align the brand with parents and to generate talking points around the launch, a news generation poll of children aged four to six years and their parents investigated their opinions on real-life superheroes, drawing extensive media coverage of the themes associated with SuperZings. The news story generated a reach of over 1 million as well as over 200 pieces of coverage including Mail Online and The Huffington Post.
The two-week take-over of UKMums.tv included SuperZings homepage graphics and dedicated page content such as SuperZings Webisodes, 12 blogger reviews, competitions and social media exposure which led to a reach of over 1.3 million. In the second week of the site take-over, Magic Box hosted an hour-long Twitter Party led by five top parenting bloggers in partnership with SuperZings’ retailer, The Entertainer. The Party engaged almost 200 contributors and achieved 3.6 million impressions during the hour. The combined social media activity has seen follower numbers surge across all Magic Box’s channels, has successfully raised awareness of the new collection and has driven sales at retail.
Children have also been getting their hands on SuperZings through extensive sampling within Gulliver’s theme parks and various soft play centres across the country. As well as receiving a SuperZings blind bag with each children’s ticket purchase, Gulliver’s is also including SuperZings in their birthday party goody bags.
Working with key children’s media, Magic Box also embarked on a cover-mounting exercise with titles such as Toxic, Kraze and Busy Time combined with activity pages and competitions. In addition, TV advertising ran throughout the period across all terrestrial and satellite kids channels achieving over 1250 TVRs.
For further information, contact Magic Box Toys on 01403 251286. SuperZings are available now from Asmodee, Magic Box’s toy trade partner, on 01420 593593.