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Marketing to kids is something of a specialty for Grey Matter Direct. While we have worked on many toy lines, we have had some of our best experiences with the teams behind Whatnot Toys. Kitty Club is a European collectible blind bag series that was picked up by Dave Brewi (TRU) and Bob Grey (Mattel). These two industry veterans formed Whatnot Toys to sell highly successful international toys for distribution in the U.S. market. Whatnot Toy’s goals were to get retail placement and online sales for these products and also to generate consumer interest and purchases. Grey Matter was tapped to drive the marketing for The Kitty Club.
Our U.S. Kitty Club launch benefited from having a firmly established identity in Europe.
The Kitty Club brand videos on the Whatnot Toys YouTube channel proved to be very important in not only driving consumer interest but in showing retailers the value of having the products on their shelves and online stores.
In terms of marketing to kids, we partnered with a large number of free YouTube influencers on unboxing videos, which generated large numbers of views and huge brand awareness.
Grey Matter Direct designed Whatnot’s trade show booths for the New York, Dallas and ASTRA toy shows. These shows offered important opportunities to show retailers why they needed Kitty Club in their retail mix.
Email marketing was a critical element for the launch of Kitty Club.
We created dedicated e-mails for both consumers and retail partners. These e-mails proved to be very valuable in creating brand demand and driving sales.
Social media is an integral element of any marketing launch in the digital era. This was especially true of Kitty Club where we were trying to reach both kids and moms.
An especially successful Kitty Club retail program was our plush handbag give-away. These were very popular among young girls at the time and had a strong positive impact on sales.
Beyond the strong on-shelf retail sales, Kitty Club products sold very well on Amazon.com and on other retailers dot com sites.
To learn how Grey Matter Direct will supercharge your toy or consumer products marketing, contact us today at: 856-465-6300.