Tomy, the toy manufacturer, is launching its first spring television ad campaign to support the launch of its Whistle & Go Thomas train. The move marks a shift in Tomy’s marketing strategy, which only promoted its products around the key Christmas period.
The Japanese infant and pre-school toy company wants to take advantage of the “Easter gift” market with the launch of a heavyweight TV campaign promoting its sound-controlled Thomas train.
Tomy says that pre-Easter “gifting” advertising is an opportunity to take advantage of marketing outside the traditional December period.
The campaign, which will run from March 1 to March 23, will feature on channels including Nickelodeon, Nickelodeon Junior as well as selected terrestrial channels. The launch will also be supported by press ads in key pre-school publications.
The Whistle & Go Thomas train moves and stops at the sound of a whistle and is priced at £12.99.
Earlier this year Tomy became the first advertiser to feature in Nickelodeon Junior’s online service for pre-schoolers, Nick Jr Video. It advertised its Thomas the Tank Engine train set on the site, which launched in October 2006.
Tomy Thomas & Friends includes the pre-school range, the Thomas Motor Rad & Rail line and the Wind-Ups toy selection.