Mighty campaign for Character
Fans look forward to Mighty Beanz 'Golden Beanstalk' campaign
After its high-profile launch to market this month, Character Options is already planning stage two of its marketing blitz for the super cool collectable Mighty Beanz, with Golden Beanstalks scheduled to take root in UK retailers during February half-term.
Mighty Beanz launched in early December and already has kids raring to collect the cool bean shaped characters that can be flipped, rolled, raced and battled.
TV, kids’ press and a full blast of digital activity marked the launch and will continue throughout spring.
Character is now adding to their marketing plan with experiential retail activity. Blind bag laden sampling kits will be distributed through 150 stores in February, but the pinnacle of the activity will be 60 Golden Beanstalks packed full of Mighty Beanz Golden Slam Packs appearing at stores during the half-term break.
“Where the Golden Beanstalks will grow is a closely guarded secret,” said Brand Manager Kathryn Ludlam. “But on the day they sprout we will ensure that fans will be the first to know with a live online map detailing where they are available. The Golden Slam Packs will be highly collectable and we expect there to be a rush for kids to get their hands on them.”
Golden Beanstalk locations will be announced to fans on a dedicate webpage on launch day and will be seeded through digital and influencer activity. TV, print and covermounts will all coincide with the campaign ensuring heightened consumer awareness throughout the spring.