NEW YORK: Hasbro's new preschooler game series, Noodleboro by the Playskool brand, kicked off its consumer launch with a musical play performed May 13 for media at the New World Theater in New York City. Coyne Public Relations pitched the winning idea to the company in January after a competitive review, which involved about five other agencies.
The play, Noodleboro: A Play About A Play, was a high-energy affair that featured actors dressed as characters from the interactive game. They sang and danced to demonstrate Noodleboro's various tools, including elements from its storybook, CD, and games that aim to teach toddlers social skills, like sharing and listening.
The play was intended to show how children could potentially experience the product, which is due out this coming September.
"The idea was perfect. It underscored a product that isn't easy or natural to understand [through traditional media relations]," said Pat Riso, Hasbro VP of PR.
"It's more than a [traditional board game] and [is] designed purposefully," she added. "Showing [how the product works] was our communications challenge. This event was our communications solution for media."
Coyne is exclusively assisting Hasbro's internal communications team on the promotion of this "key driver product," which will last through the end of the year.
A second phase of short-lead media relations, a viral campaign, and a to-be-announced spokesperson will further explain the game to consumers, mothers in particular, near the product launch date.
With a focus on parenting blogs and publications, Noodleboro will be "aimed directly at moms, since this is not the kind of toy that kids will request," said Rich Lukis, EVP at Coyne.
The company initially introduced the product to the media in January with desk-side briefings, and later at the Toy Industry Association's Toy Fair in February.