Tomy is aiming to break away from the ’cheap and cheerful’ TV
advertising that has long dogged the toy market with its first
pan-European branding campaign.
The Japanese manufacturer is concentrating less on product promotion and
more on children’s enjoyment of toys, with the line: ’The fun never ends
The TV advertising, to be backed by a colour press campaign in July, is
a combined initiative by Leagas Shafron Davis and France’s Callegari
Berville, its associate agency within the Wilkens network. They were
jointly awarded the business last year (Campaign, 12 July 1996).
The campaign breaks on Monday in the UK and is due to run in France and
several other European markets as Tomy attempts to co-ordinate more
effectively its adspend across the Continent.
Media is handled by the Media Business in the UK and Carat in
All the commercials in the series will feature a mixture of live action
and animation. The first launches Dudley the Bubble Duck and features a
child having fun with his new toy while his envious old playthings look
on through the toy cupboard’s keyhole.
Susanna Hailstone, Leagas Shafron’s head of account management, said:
’Most toy advertising tends to be cheap and cheerful. This campaign is
much more highly polished than that.’
Tomy makes educational toys for children aged up to 14 and its
advertising was borne out of research showing that parents were
demanding more value for money from toys as they grow increasingly
expensive. ’Branding means nothing to children but, to parents, it’s
very important,’ Hailstone added.