CASE HISTORIES

Client: On A Lark, Inc.

Product: Hide-and-Seek Interactive Plush Cats

Product Profile:
Based on a series of internationally licensed cat cartoon characters, ON A LARK's “Hide-and-Seek” interactive plush cats combine the time honored fun of hide-and-seek with a technical edge: an interactive chip that sounds, “I’m over here!” every twenty seconds until a child finds the friendly feline.

Methodical Strategy:
Communicate the value of fundamental play concepts in the techno-toy era by promoting the simplicity of a time honored game with an interactive element that’s not only fun for kids, but encourages parents to play with them.

Public relations-driven campaign leveraged International Toy Fair in NYC which was attended by over 1,000 members of the media from 15 countries. The goal was to maximize exposure opportunities to drive brand awareness and generate sales leads to establish the groundwork for an expanded consumer brand launch.

Methodical Tools:
Media List: Targeted list of trade and consumer media was compiled and qualified.
Press Kit: A four-panel, glossy brand identification press kit was designed.
Press Releases: Four (4) featuring: the toy, the artist, the inventor, the company.
Press Invitation: Oversized, 4-color postcard was designed and sent to attending media.

Media Relations/Management:
Pre-show: The post card mailing is followed up with attending media.
At-show: 25 scheduled interviews at the On A Lark booth and 50 show floor interviews.
Post-show: On-going media networking for six-months to optimize editorial coverage.

Deliverables/Results:
CNN/Headline New: Live, national broadcast exposure on Toy Fair’s best toys segment.
Radio Disney: 4 million consumers reached via on-air promotional giveaway.
Playthings: Leading U.S. toy trade magazine includes toy in full-page plush preview.
Children’s Magic Window: Full-page profile included in 5-state promotion with McDonald’s Happy Meals which reached 5 million consumers.

Other editorial secured:
Consumer: Disney Adventures / Rosie Magazine / Nickelodeon Jr. / Parenting
Trade: Toy Report / Toy Wished / Potentials / Toydirectory.com / Retail Merchandiser / Edplay / Children’s Business

Awards:
National Parenting Center / Dr. Toys Guide (100 top toys of the year) / Canadian Toy Testing Council / Oppenheim Toy Portfolio / Parenting (Toys of the Year Awards)

Top