Client: Logistix Kids Retail
PR Team: Charlton Communications London
Campaign: Launch of Robot Wars toys
Timescale: June 2000 - ongoing
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
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.