The Toy Industry Association (TIA) will be hosting a webinar on advertising spending trends in the toys and games category entitled, “Ad Spending: What Companies Should Know about Competition in the Toy Marketplace.” It will be held tomorrow from 2 p.m. to 3 p.m. ET.
The upcoming Children’s Advertising and Review Unit (CARU) conference in New York City will explore challenging issues facing companies that advertise to children. The focus will include mobile and online technologies, modifications to the Children’s Online Privacy Protection Act (COPPA), and the Federal Trade Commission’s (FTC) revisions to the COPPA Rule.
The original TV ad began airing in May and featured only Mario, who rode the SUV in a two-dimensional 8-bit world. The digital Mario eventually morphed into an actor with a mustache wearing Mario’s signature dungarees.
The newest commercial, inspired by Mario’s agility and the way he can move around anywhere he wants, adds more characters from the Super Mario franchise.
Mercedes-Benz’s SUV appears in Nintendo’s Mario Kart game, making it the first real-world car to appear in the series.
GoldieBlox, a company set out to get girls building by giving them a role model in the STEM fields, introduced a brand new commercial for its newest product: a Goldie action figure. The commercial shows the company’s alternative to the fashion doll industry. Set to Metric’s “Help, I’m Alive,” the slightly creepy, but very empowering GoldieBlox ad encourages girls to break the mold.
As AdWeek points out, the commercial has the same idea as Apple’s 1984 Super Bowl commercial that introduced the Macintosh computer. Girls all dolled up like—well—dolls line up to grab perfect dolls off an assembly line that are dressed just like them. Meanwhile, Big Sister robotically drones repeatedly, “You are beauty and beauty is perfection,” until one Goldie-inspired little girl in overalls and red Chucks steps out of line and smashes the machine with a hammer.
The result? A brand new Goldie action figure for girls.
GoldieBlox’s past commercials have garnered a lot of attention, including one that earned a spot during last year’s Super Bowl.
You’ve likely heard about the massive success of The Lego Movie, and maybe you were even one of the millions worldwide who have gone to see it. Despite its financial success, some have blasted the film for essentially being a glorified, expensive commercial for Legos. I don’t think that anyone can deny that The Lego Movie is obviously commercially motivated, but does that make it wrong? Is it all that different from children’s movies selling toys based on the film?
Last Christmas, the Frozen Castle Playset and matching Barbie dolls from the Disney film Frozen were at the top of many children’s lists for Santa. Every time a commercial appeared for the movie or the toy, they advertised each other. Is The Lego Movie any different just because the toy existed before the movie? Here is the bigger question: In an age where almost no image is spared licensing of some form, where does the line get drawn between entertainment and commercial? [Read more...]
MGA Entertainment Inc. (MGA) has added three new senior members to its leadership team: Bruce Morrison, executive vice president of sales and licensing; Efren Gonzalez, vice president of advertising and public relations; and Ame Cameron, vice president of marketing.
Morrison will focus on strengthening critical business relationships with MGA’s key retailers, licensees, and distribution partners in the U.S. and abroad. He will also serve an important strategic role in the areas of retail marketing, business development, and product planning in the global arena. Morrison most recently held the position of senior vice president retail sales for Disney Consumer Products (DCP) North America.
Gonzalez joins MGA after 11 years with Ogilvy & Mather, where he was most recently a senior partner and executive group director. He will fuel the creation of integrated programs for each MGA brand.
Cameron spent the past two and half years with Walmart Marketing. As vice president of marketing, she will leverage her consumer packaged goods background to infuse strategic business leadership into branding and marketing initiatives across MGA product lines. The MGA family includes such toy brands such as Little Tikes, Lalaloopsy, and more.
Schwinn, the American bicycle manufacturer, is inviting Americans to “go for a ride” as part of a major brand relaunch and integrated national advertising and marketing program.
The multi-million dollar campaign, which launches nationwide this week, will feature the Schwinn bicycle bell as a thematic centerpiece representing “a call to action to reconnect with what’s important in life.” Print and television ads, as well as a digital campaign, will feature messages such as “Never stop and smell the cubicles,” “The world needs a recess bell,” and “You can’t text message your inner child,” urging Americans to get outside and get riding.
Consumers will be directed to www.RideSchwinn.com, which will provide simple tips on finding the right bike and where to buy it. Additionally, a downloadable application for mobile phones will give riding and fitness tips along with local route information.