Mat­tel Toys

From 17th Septem­ber to 30th Septem­ber 2012, Mat­tel Toys took over the floors of In­fin­ity Mall, Mum­bai, par­tic­u­larly inside the Land­mark store, and turned it into a kid’s haven. Two back to back events, Hot Wheels – Race your hot wheels car con­test and Bar

Point of Purchase - - CONTENTS - Fairy Dharawat

Mat­tel has al­ways been known to rev­o­lu­tion­al­ize play­ing for kids. Cars and dolls are what all lit­tle boys and girls have grown up with. So it was not sur­pris­ing when Mat­tel de­cided to bring to­gether Hot wheels and Bar­bie dolls un­der one roof in Septem­ber. Hot Wheels is a renowned prod­uct amongst the kids and Bar­bie will al­ways be cher­ished and loved by small girls. Well, Mat­tel de­cided to bring the brands closer to the kids in or­der to help the kids en­joy and as­pire to have at least one Hot Wheels car or Bar­bie toy. The pro­mo­tional ac­tiv­ity de­signed around this aimed to cre­ate buzz among the young pop­u­la­tion and their par­ents alike and it was pos­i­tively re­ceived and thor­oughly en­joyed. Kids en­ter­ing the mall no­ticed these ac­tiv­i­ties and they were in­stantly drawn to­wards it. With all the bright colours and the invit­ing feel, kids loved the cre­ative ac­tiv­ity en­vi­ron­ment and ended up buy­ing one of their favourite toys. On the eve of pro­mot­ing their new prod­ucts, Hot wheels - Wall Track, and Bar­bie’s - pop star and Princess Bar­bie, the pro­mo­tional ac­tiv­i­ties were timed to gather at­ten­tion from the young shop­pers. With cat­e­gories spe­cific for both boys and girls, the pro­mo­tional ac­tiv­i­ties were de­signed in such a way that both these cat­e­gories gar­nered equal at­ten­tion. At In­fin­ity Mall, all that pro­mo­tional ac­tion ob­vi­ously got the kids very ex­cited. They were thrilled to race their favourite Hot Wheels car on the track and win spe­cial prizes. They also got a chance to see the demon­stra­tion of the new Wall Track that Hot Wheels has launched. Small girls were equally ex­cited to dress up like Bar­bie in the best way pos­si­ble and win Bar­bie good­ies. They also par­tic­i­pated in the singing and draw­ing com­pe­ti­tions and won lots of gifts. A spe­cial celebrity guest Amana Sharif was called for call­ing out the fi­nal­ists for the Bar­bie ac­tiv­ity held on Septem­ber 30th. Says Rahul Bhowmik from In­fin­ity Mall talk­ing about the whole pro­mo­tional ac­tiv­ity, “One of the most es­sen­tial cor­ner­stones of lead­ing brands like Bar­bie and Hot Wheels is the abil­ity to reach out and ef­fec­tively en­gage with con­sumers. In this in­stance, the pro­gram was con­ceived by the team at Mat­tel Toys In­dia and in turn shared with Land­mark & us (In­finiti). The ba­sic frame­work of the en­tire pro­gram was de­signed to not only de­liver Share of Voice for the brands but also de­velop into a pow­er­ful and suc­cess­ful busi­ness propo­si­tion for all the part­ners in­volved. Mat­tel used one of their em­pan­elled agen­cies to bring the con­cept to life and the suc­cess of the pro­gram has been truly re­ward­ing. We be­lieve that the ma­jor suc­cess fac­tor for this project has been the win­ning part­ner­ship be­tween the mall (us), the store (Land­mark) and the pow­er­ful ap­peal of brands like Hot Wheels and Bar­bie in bring­ing a smile to the faces of thou­sands of kids and par­ents alike!” Ac­cord­ing to Mat­tel, these ac­tiv­i­ties ob­vi­ously helped in­crease in sales. The ac­tiv­ity also helped to garner the right re­sponse needed to push the sale

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