Multi-platform strategy for new preschool master toy collection.
Flair and Just Play are gearing up for the next preschool master toy debut, with Puppy Dog pals launching later this month.
The Disney Junior TV series – which began airing in January 2018 – follows the adventures of puppies, Bingo and Rolly.
Plush toys will be a key part of the line-up with an assortment of bean plush, interactive Pet & Talk Pals with 10+ sounds and phrases from the show, plush walking/talking Adventure Pals feature pets.
There are also a number of collectable figures, ranging from the Puppy Dog Pals Travel Pets figures and Carrier Assortment, through to an 11-piece Deluxe Figure Set. The Dog House Play-set is the hero item in the range.
The collection officially launches at the end of July. It will be supported by TV, YouTube Kids pre-roll, kids press, an interactive microsite campaign with Tiny Pop, social media outreach and amplification among influential parents, as well as PR.
“We have had great retailer reaction to our Puppy Dog Pals collection and want to make sure their commitment to the brand is echoed in our marketing support,” said Emmanuelle Cadet, head of marketing at Flair/Just Play. “Reaching both the fans and their parents through multiple layers of activity is key to this strategy and to the success of this line.”
