After 75 years, Slinky is making a comeback.
Just Play released a new sound for the iconic walking spring toy and asked others to join in by remixing the sound on social media in its search for a new Slinky jingle. Launched just in time for National Slinky Day, the campaign kicks off Just Play’s partnership with Red Tettemer O’Connell + Partners (RTO+P) and includes Slinky’s social media debut on TikTok and Instagram with the handle @original_slinky.
“National Slinky Day is the perfect time to bring this iconic brand to a new generation in a fresh, relevant way,” says Just Play Co-President Geoffrey Greenberg. “Slinky truly is the original fidget toy and has long been an inspiration for creativity and innovation since its invention by Richard and Betty James in 1945. We’re excited to see where today’s content creators will take it.”
Slinky’s social media campaign begins with a 30-second video across social platforms. The video cuts up old archival footage with new imagery of adults playing with Slinkys. The post then directs fans to Slinky’s SoundCloud page, where they can access original Slinky jingle elements to create their own remix. Fans who post a new Slinky sound with #SlinkyRemix and tag the brand (@original_slinky) are entered to win a Slinky Swag Pack, containing Slinkys and gear. Additionally, one lucky winner’s jingle will be featured in a national advertising campaign and will win the ultimate prize pack.
“Our goal here was to interweave old and new, coupling vintage footage from new creators and an old favorite song with a new sound to remind those young and old that this toy is back and better than ever,” says President and Co-Chief Creative Officer at RTO+P Steve Red. ”
The Slinky jingle campaign launches today.