We are a communications collective offering data-driven ideation, creation and distribution services. With challenger thinking, creativity and innovation at our core, we deliver the right outcomes for every client.
HELPING HAMLEYS OWN THE CHRISTMAS RETAIL TOY LIST
The Rise of ‘Toy-Telligence’: combining technology and toys to show the continual drive for interactivity
Competition amongst retailers to own the top Christmas toys list is fierce and it’s a crowded space. We started working with Hamleys over a decade ago and each year we are tasked with the brief to ensure that Hamleys remains unique amongst its market competitors.
Our approach was simple – create a unique news angle that would generate coverage in top tier media and keep Hamleys front of mind. Last year was the year of Toy-Telligence. We understand the way the media works, so we held steadfast throughout the summer while other brands fought to launch their Christmas products and pitched the idea of ‘Toy-Telligence’ in line with toys hitting the shelves in October, as a rising trend of combining technology and toys to show the continual drive for interactivity.
By plugging our new trend ‘Toy-Telligence’, this generated a great deal of interest both national press and influential media in the States, leading to the media biting on to this shiny new tech-toy movement.
In this brave and ambitious campaign, we achieved a staggering 47 international pieces (including The prestigious New York Times), 15 national pieces, 8 broadcast pieces and 21 online news and consumer pieces – as well as extensive regional, trade and social media coverage.
The total reach of the coverage currently stands at 7.5 billion.