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Character Options kicks off marketing blitz for licensed Mash’ems

Multi-licensed TV campaign showcases extensive range of licences, further backed by pre-roll and social media activity.

Character Options has embarked on a multi-licensed TV campaign for Mash’ems, showcasing its extensive range of licences.

Having celebrated its tenth anniversary in 2020, Mash’ems – which is one of the toy company’s core brands – have enjoyed a strong start this year, with sales increasing despite the lockdown measures.

Demonstrating both its commitment to the brand and to its retail partners, Character Options has kicked off May with a multi-media marketing drive to take the brand to another level.

The activity includes dedicated TV support over the months of May, June and July. The campaign comprises five different rotating TV spots, delivering significant TVRs across satellite and terrestrial TV, which highlight power licences including PAW Patrol, Peppa Pig, My Little Pony, Harry Potter, Disney Frozen, Spider-Man and Toy Story among others.

The TV support will be followed by extensive pre-roll activity for Mash’ems to target kids and collectors spending time online. Meanwhile, other activity includes TikTok placements and social media activity across all main channels. FSDUs are also being shipped into retail this month to ensure the brand remains front and centre not just on-screen, but also in-store.

“Even during lockdown we’ve seen an increase in sales for Mash’ems as we’ve introduced new licences and grown our distribution,” commented Mark Hunt, marketing manager at Character Options. “Our Mash’ems campaign coincides with the reopening of retail, boosting the collectables category which was negatively affected during lockdown.

“Mash’ems is the perfect product to generate impulse sales, we have the strongest line-up in years and with our diverse marketing campaign we are in a great position to maximise on this opportunity as footfall increases. It’s going to be awesome to see just how much sales momentum we can generate for Mash’ems.”

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