Just Play get into the Spirit!
New toy collection for DreamWorksSpirit Riding Free launches
Just Play has announced the launch of an all-new toy collection, inspired by the hugely popular DreamWorks Animated Television series, DreamWorks Spirit Riding Free.
Distributed in the UK by Flair, master toy partner, Just Play is launching a full range of dolls, horse figures and playsets.
Available now at mass retailers, the action-packed collection also includes a 24-piece Spirit Barn Playset, featuring a Lucky Doll and Spirit Horse, as well as the Lucky Deluxe Feeding set that comes packaged with a 35cm tall Spirit horse that realistically eats carrots, a Lucky doll, storybook and more.
A fully integrated campaign across channel, licensor, retail and master toy partners supports the series. TV advertising will deliver significant TVRs through the autumn, plus online presence through a toy-focused microsite on POP Funwill further engage the audience. A full schedule of print advertising and promotions is also underway together with social media engagement with mums and gift buyers and bespoke support plans at retail. This will add to the significant activity already in place with the Universal Brand Development team. A competition to win a stable sleep over experience, and the creation of a music video with top Youtube influencers are just two of the tentpole activities further supported with pre-roll, unboxing and Facebook advertising.