CAMPAIGNS: Product Launch - Robot Wars toys boosted by Charlton

Client: Logistix Kids Retail

PR Team: Charlton Communications London

Campaign: Launch of Robot Wars toys

Timescale: June 2000 - ongoing

Budget: Undisclosed

Robot Wars is an event featuring radio-controlled robots in combat which

has achieved something of a cult fanbase via programmes on the BBC.

Charlton Communications London was appointed last June to manage

communications - including media relations, viral marketing and event

management - for the launch of Robot Wars toys.


To create retailer demand and awareness; to raise media attention in the

run-up to Christmas.

Strategy and Plan

Charlton initiated a teaser campaign using 'spy' photos showing

'infiltration of the toy lab'. Using viral marketing, it targeted

consumer journalists.

Charlton worked with Robot Wars' production company Mentorn arranging

consumer interviews. Trade journalists interviewed retail personnel.

The toys were launched at the Toy 2000 and Total Fun events in the


Measurement and Evaluation

The campaign will be evaluated in-house this summer, when further toys

in the range will have been launched.

Robot Wars toys received strong coverage in all sectors, including The

Sun and men's magazines, such as Loaded.

There was extensive broadcast coverage, including BBC's Children in


Around 140,000 toys were sold and spring 2001 sales look set to be even



The campaign successfully latched on to the Robot Wars phenomenon and

maintained high demand for the toys.

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