McDonald’s has signed a deal with The Smiley Company, master licensee for the Rubik’s Cube, for the iconic 1980s puzzle toy to feature in McDonald’s Happy Meal offers in multiple countries.

In a deal brokered by global customer engagement agency The Marketing Store, which has worked closely with McDonald’s for many years, the multi-territory promotion will appear in McDonald’s restaurants across various European countries, the Middle East, Africa and North America.

The campaign launches in France this month (July 2018) and will then roll out across other territories from August through November 2018, including Italy, Spain, Austria, UAE and Canada, amongst many others.

It is not clear yet whether it will be running in the UK, where restrictions are in force on the use of toys and licensed characters to promote food and drink products. Promomarketing has asked McDonald’s for clarification on this point.

Unusually, the Happy Meal Box will be transformed from its traditional tented ‘house’ design into a Cube shape to mirror the Rubik’s Cube for the duration of the campaign.

Children enjoying a Happy Meal at participating McDonald’s will have a choice of four different bespoke Rubik’s Cube toys; including square 2×2 cubes and rectangular 3×2 cubes as well as rounded versions of these, with a total of 12 different toys to choose from.

The unique promotion will also feature a product mash-up between Rubik’s and a major Hollywood animation film studio’s properties appearing on the toys alongside the iconic Rubik’s Cube colours and trademark twist and turn mechanism.

Nicolas Loufrani, CEO at The Smiley Company, says: “We have worked closely with The Marketing Store and the whole team at McDonald’s and are really pleased with the innovative and high quality content of this campaign. From the robust mini Cubes and the unique Rubik’s Cube shaped Happy Meal box to the TV ads and bespoke games created for the Happy Studio app, every aspect of the promotion has been crafted to perfectly leverage the Rubik’s brand mission of encouraging children to PLAY SMART and further our goal of bringing intelligent play to kids of all ages.”

The Smiley Company will be leveraging the partnership with McDonald’s to drive the ongoing Rubik’s brand extension program and “to realise our plans to take the brand to new consumers, with particular emphasis on engaging the brand with children aged from 3-8 years old, as our brand mission continues to focus on creating new toy partnerships for this age group,” Loufrani adds.

To support the promotion’s launch in the markets where it will be appearing, there will be a 360° marketing campaign, supported by a TV advertising featuring the Happy Meal mascot ‘HAPPY’ playing with a Rubik’s Cube in a 26 and 13 second spots. There will also be series of ‘How to Solve’ short video tutorials launched on social channels to help kids solve the bespoke Happy Meal Rubik’s Cubes, and a McDonald’s Happy Studio app takeover.

Additional marketing materials will include in-store POS, branded balloons, colouring sheets, wall stickers and window decals which will help amplify the Rubik’s brand identity throughout the promotion.

The launch of the activation in France is being supported with an influencers’ campaign while other national markets will also see major marketing initiatives.

The Smiley Company is a brand licensing company which originated in France and which holds the intellectual property rights to the classic smiley face symbol face symbol in more than 100 countries (although not the United States, where the symbol originated).

In addition to the smiley symbol, it also holds licensing rights for Rubik’s Cube and related properties, and recently launched a major brand extension program for Rubik’s. This draws on Rubik’s iconicity, rich heritage and archive and the resurgence of retro gaming and geek culture, while utilising Smiley’s own industry leading design studio and world class distribution channels.

The company says global demand for Rubik’s is now at the highest levels since its launch in 1980 and a number of industry leading partners have already signed up across categories including apparel, back to school, gift, live events and attractions, partworks, promotions and publishing.

The post McDonald’s to offer Rubik’s Cube toys with Happy Meals internationally appeared first on IPM Bitesize.

Household towel brand Plenty is collaborating with Disney ahead of the hotly-anticipated launch of the Disney∙Pixar film Incredibles 2, which will be released in UK cinemas on July 13^th.

Manchester-based marketing agency Blue Chip has created an on-pack promotion for Plenty which runs across two million Plenty ‘The Stylish One ‘packs. The activity aims to recruit younger families into the category by offering the chance to instantly win one of 10,000 Incredibles 2 plush toys. Plus there is a prize draw to win an adventure holiday for a family of five to visit Queenstown, New Zealand.

To enter, consumers must visit www.plentywins.co.uk/incredibles2 and provide their full name, contact telephone number and a genuine email address along with the unique code found on the inside of every promotional pack. There are 10,000 Disney∙Pixar Incredibles 2 plush toys to be won instantly online. The toys are around 7 inches tall and represent the main characters of the Incredibles 2 film – Bob Parr (Mr Incredible), Helen Parr (Elastigirl), and their children Dash, Violet and Jack Jack.

Winner selection is via ‘winning moments’.

In addition to the instant win, everyone who enters their unique code online at the microsite, whether they have won a toy or not, will be put into a random prize draw to win a holiday to Queenstown, New Zealand for a family of five.

There is a No Purchase Necessary entry route for Northern Ireland. In the Republic of Ireland, where the law requires that brands operating prize draws where consumers have to buy a product to enter must partner with a charity which has been granted a lottery license, Plenty is working with LauraLynn Children’s Hospice.

The promotion went live this week and will be supported with a full media campaign including TV, social and in-store throughout the summer months.

Jess Harper, Account Director at Blue Chip, says: “This promotion will really inject some fun and excitement into the Household Towel category, not only by adding value with every pack, but also through recruiting younger families into the category and ultimately driving incremental volume.”

The release of the Incredibles 2 film sees Helen (voiced by Holly Hunter) being called on to help bring Supers back, while Bob (voice of Craig T. Nelson) navigates the day-to-day heroics of “normal” life at home. Meanwhile, a new villain hatches a brilliant and dangerous plot that only the Incredibles, working together, can overcome.

Consumers can enter on the microsite until 30^th November 2018. All valid entrants will be submitted into the prize draw for the holiday prize, the winner of which will be drawn on 3^rd December 2018.

The Plenty brand is owned by Essity, formerly part of SCA, the giant Swedish paper products group. Other Essity brands include Cushelle paper towels and the TENA range of personal hygiene products.

The post Plenty launches Incredibles 2 on-pack offer appeared first on IPM Bitesize.

Magic Light Pictures, which manages children’s brand The Gruffalo, has appointed entertainment marketing specialists Brand & Deliver to secure UK brand partnerships.

Independent production company and Intellectual Property owner Magic Light Pictures is a BAFTA-winning and Oscar-nominated creator of family entertainment and brands, managing production, distribution, licensing and marketing from its London headquarters. It works with The Gruffalo creators Julia Donaldson and Axel Scheffler to manage their portfolio of children’s brands, which also includes The Gruffalo’s Child, Zog, Room on the Broom, Stick Man and The Highway Rat.

B&D has been tasked with using its data-driven approach to sourcing and activating commercial partners across its brand portfolio. It will build on the reputation of Julia Donaldson and Axel Scheffler’s characters and use its expertise in entertainment partnerships to help bring them to a new range of fans, driving awareness and revenue along with helping stimulate children’s imaginations across the UK.

Aidan Taylor-Gooby, Licensing Manager at Magic Light Pictures, says: “We want to bring our IPs to a wider audience by partnering with leading brands that share our passion for creativity, especially in run up to 2019 when we are celebrating 20 years of The Gruffalo.”

Ros Carmoody, Partnerships Director at Brand & Deliver, comments: “We’re really excited to develop partnerships with Magic Light Pictures’ beloved portfolio of characters. Julia Donaldson and Axel Scheffler’s picture books help foster creativity in children and we’re looking to create partnerships that stay true to this ideal.”

Brand & Deliver is a full service creative marketing agency delivering experiential, digital, film, design, partnerships/promotions and marketing to a range of organisations from blue chips to start ups. Current clients include Radeon Technologies Group, Rovio Global, Warner Brothers, LG, and Three.

The post Magic Light Pictures appoints Brand & Deliver for UK partnerships appeared first on IPM Bitesize.

The My Little Pony Friendship Tour, an experiential roadshow celebrating Hasbro’s iconic girls’s toy brand, My Little Pony, returns to the UK this summer with a refreshed look and feel to celebrate the upcoming release of My Little Pony: The Movie.

The tour will be visiting cities across the country this summer, welcoming fans aboard the toy range’s signature pink double-decker bus, where they will be able to explore Equestria, the magical world of ponies, and celebrate the positive power of this unique children’s brand.

New for 2017, children will have the chance to ‘Get Ponified’ with free cutie-mark face painting at one of the tour’s new Ponification Stations.

Kids will be able to play with the latest toys, watch clips from the new movie, and enjoy a series of unique My Little Pony experiences including creating their own My Little Pony Selfie GIF with scenes from the new movie or favourite locations from the My Little Pony: Friendship is Magic TV show.

Visitors will also be given an exclusive Friendship Points code to use online at the My Little Pony Friendship Club.

The tour started in Liverpool on July 26^th, 2017, and finishes at The Big Feastival at the end of August. In addition to Liverpool, it has already visited the Bullring, Birmingham; Fosse Shopping Park, Leicester; Cribbs Causeway Retail Park, Bristol; Castlepoint Shopping Park, Bournemouth; Gunwharf Quays, Portsmouth; Two Rivers, Staines; Gallions Reach Shopping Park, London; Bluewater; and the Bristol Balloon Fiesta. Its next appearance is at the St. David’s Centre, Cardiff on August 15^th, followed by Middlebrook Retail Park, Lancashire (August 19^th), Ravenhead Retail Park, St. Helens (August 20^th) and The Big Feastival at Alex James’s farm in the Cotswolds (August 25^th-27^th).

More information is available via the My Little Pony UK Facebook Page.

Experiential agency iD created and is managing the activation on behalf of Hasbro.

Hasbro is a global play and entertainment company with interests including toys and games, television, movies, digital gaming and consumer products. In addition to My Little Pony, Hasbro also owns iconic brands including NERF, Transformers, Play-Doh, Monopoly, Littlest Pet Shop and Magic: The Gathering.

iD is a multi-award-winning specialist experiential and retail marketing agency established in 1993 which delivers large scale sampling campaigns, road shows, and immersive brand experience campaigns for clients including Hasbro, Britvic, PepsiCo, Mars and Unilever.

Additionally, iD provides teams of highly trained expert demonstrators in retailers throughout the UK for clients including; Nespresso, Microsoft, Revlon, Elizabeth Arden, COTY and Sage Appliances.

The post My Little Pony Friendship Tour returns to UK appeared first on IPM Bitesize.

Kerry Foods is joining forces with Sony Pictures Consumer Marketing to run a new ‘Express Your Selfie’ on-pack promotion for its kids’ cheese snacking products, supporting the release of Sony Pictures Animation’s upcoming film, The Emoji Movie, released on August 4 2017.

Featuring across the Kerry Foods kids’ dairy portfolio including Yollies, Cheestrings and Scoffies, the promotion is part of a wider £1m integrated marketing campaign which will also include TV, shopper activation and digital support.

To enter, shoppers must create their best Emoji expression, drawing or selfie using their favourite prop and upload the photo or drawing to either www.cheestrings.net/emoji  or www.yollies.co.uk/emoji. In addition to the daily prizes, every entry will trigger an instant movie-themed download.

Victoria Southern, GB Marketing Director at Kerry Foods, comments: “The Emoji Movie is a hilarious, exciting adventure that takes you into the secret world inside your phone.  These characters are able to express what we’re all feeling inside – that’s why they’re popular all over the world.  We’re excited to help kids and parents capture that and show their true feelings. We feel that the film perfectly represents what we are all about as a brand; fuelling a sense of freedom to be yourself and making the kids’ snacking occasion as fun and engaging as possible.”

Southern adds: “Following successes from previous partnerships, which saw Cheestrings value sales grow by +12% and penetration increase by +5%, we are confident that the mass appeal of The Emoji Movie will mean promotional packs are just as popular with parents looking for an exciting and nutritious snack for kids. We are once again driving engagement within the category with eye-catching packaging that we know will have real traction and appeal with parents who buy Cheestrings, Scoffies and Yollies frequently, as well as attracting new fans to the dairy portfolio.”

The on-pack promotion will be live in-store across grocery and impulse channels from July 10 for 10 weeks.

The post Kerry Foods partners Sony’s The Emoji Movie appeared first on IPM Bitesize.

Tough new rules banning ads and promotions for food and drinks high in fat, salt or sugar (HFSS) from appearing in children’s non-broadcast media come into effect on Saturday 1 July.

The Committee of Advertising Practice (CAP), the body which writes the CAP Code – the rules which marketers in the UK are required to follow, under the country’s highly-regarded self-regulatory system for advertising and marketing – has made the changes to bring the rules covering non-broadcast media (which include the vast majority of promotional campaigns) into line with the rules covering broadcast (TV and radio).

Laura Kelly, Regulatory Adviser at the Institute of Promotional Marketing (IPM), says: “The CAP Code changes affect the way we promote HFSS (high fat, salt or sugar) products to children and families. These changes are a result of industry-wide consultation and represent a significant shift in the way responsible promoters want to market their brands. Agencies need to understand the impacts on campaign planning and make sure they take into account the changes when considering campaigns around HFSS brands. We are ready to advise brands and agencies that plan to use promotional campaigns which are likely to be seen by large number of under-16s on how the rules affect them.”

The IPM is a stakeholder in CAP and is represented on the CAP Committee. It has been closely involved in the process of drafting the latest changes to the CAP Code.

The changes will apply to media targeted at under-16s and will mean a major reduction in the number of ads children see for HFSS products, according to CAP. Where media targets under-12s, then there are even stricter rules which must be followed.

The IPM’s Laura Kelly adds that the new rules are complex and promoters must make sure they understand them. She has written a blog post for the IPM’s website highlighting some of the main issues and also providing links to advice from CAP and the Advertising Standards Authority (ASA), the body which investigates complaints about marketing in the UK, on the new rules.

Particular areas of concern exist around brands where more than half the products count as HFSS (which under the new rules mean even non-HFSS products are subject to the same restrictions) and on-pack and in-store promotions.

HFSS products can still use on-pack and in-store promotions, but any promotional activity must not then appear in broadcast or non-broadcast media advertising.

While the new rules impose new curbs on how HFSS products may be marketed to under-12s, they also relax the rules for products which can be classified as healthy.

So while ads and promotional marketing for HFSS products will not be allowed to use promotions, licensed characters and celebrities popular with children, marketers will now be able to use these techniques to better promote healthier options.

Carey Trevill, Managing Director of the IPM, is the organisation’s representative on the CAP Committee. She comments: “Government has rightly addressed the issue of obesity in this country, asking the marketing community to step up to the plate over the way we self-regulate. The consultation with the advertising and marketing community proactively set in motion the changes we see in the CAP Code now and address how we promote to children and their families. With both CAP and BCAP Members and the wider industry collaborating, consumers and shoppers will see a healthier approach to the way HFSS brands approach campaigns through the new rules.”

Trevill adds: “The industry and the IPM have been communicating this change for some months now and of course we want to ensure our Members are able to translate the new rules to their campaigns without encountering issues. We welcome the changes and look forward to seeing the resulting campaigns that embrace the new ways of working.”

The new rules were created following a full public consultation last year by CAP, and reflect restrictions already in place on TV. The new rules apply to children’s non-broadcast media (including print, posters, cinema, online and in social media). Crucially, ads for HFSS products will no longer be allowed to appear around TV-like content online, such as video-sharing platforms, if it is directed at children.
The new rules come in response to changing media habits amongst young people, with research showing that youngsters aged 5-15 are spending around 15 hours each week online – overtaking time spent watching a TV set. They also respond to wider concerns in society about the public health challenges surrounding childhood obesity and what part the advertising industry can play in helping to change our children’s relationship with less healthy foods.

In summary, the new rules state:

• Ads that directly or indirectly promote an HFSS product cannot appear in children’s media.
• Ads for HFSS products cannot appear in other media where children make up over 25% of the audience.
• If the content targets under-12s, ads for HFSS products will not be allowed to use promotions, licensed characters and celebrities popular with children; advertisers may now use those techniques to better promote healthier options.
• The Department of Health nutrient profiling model will be used to classify which products are HFSS.

CAP recognises the multiple and complex factors, beyond advertising, that can be instrumental in childhood obesity; including parental influence, sedentary lifestyles and education.  While the evidence shows that advertising has a modest effect on children’s food preferences, CAP believes the new ad restrictions will still have a positive impact in reducing harm to children.

Chairman of CAP, James Best said: “The tougher new advertising food rules are a significant and positive change designed to help protect the health and wellbeing of children. These measures demonstrate the advertising industry’s continuing commitment to putting the protection of children at the heart of its work. The new rules will alter the nature and balance of food advertising seen by children and play a meaningful part in helping change their relationship with less healthy foods.”

The post UK self-regulatory system tightens rules on HFSS ads and promotions to kids appeared first on IPM Bitesize.

Specialist entertainment and partnership marketing agency Brand & Deliver has been appointed by international media company Coolabi Group to secure UK brand partners for its multi award winning CBeebies show, Clangers.

Narrated by Michael Palin, Clangers returned to CBeebies in 2015, 46 years after its initial debut, quickly becoming one of the channel’s top rated shows. A further series is currently in production which follows Major, Mother, Small, Tiny and Granny Clanger on a whole host of new adventures.

Ros Carmoody, Partnerships Director at entertainment marketing specialists Brand & Deliver, said, “Clangers is loved by kids and adults alike, with a cast of fantastic characters for brands to work with. We’re seeking several major partners to help promote the title as it heads into its second season.”

Anya Hollis, Head of Marketing at Coolabi Group, which specialises in the creation and management of children’s and family intellectual property rights, said: “The Clangers is a magical show and we’re delighted to have a new series in production. We look forward to building brand partnerships that will increase awareness of the show among existing fans and reach out to new audiences.

Coolabi Group is an independent international media group and rights owner specialising in the creation, development and brand management of children’s and family intellectual property rights. Brands owned and represented by Coolabi include the multi-award winning remake of Clangers, currently airing on CBeebies, and Scream Street, currently broadcast on CBBC. Other properties include Beast Quest, Domo, Poppy Cat, Purple Ronnie and the Smallfilms properties Bagpuss and Ivor the Engine. The group also creates original series fiction books for publishers and has created some 100 published series, including Warriors, Beast Quest, Animal Ark and Rainbow Magic, which have sold over 10 million copies each.

Brand & Deliver is a full service creative marketing agency delivering experiential, digital, film, design, partnerships/promotions and marketing to a range of clients from blue chips to start ups, including LG, Universal, IMG (Fashion Week), Ferrari, Sony Pictures and Three.

The post Brand & Deliver to handle Clangers partnerships appeared first on IPM Bitesize.

Lego is set to become the first client to capitalise on Primesight’s new ‘Primespot’ technology which takes the traditional ‘gold spot’ advertising seen on-screen before a film into the foyer, maximising exposure to the target audience.

The technology will revolutionise how digital cinema advertising is sold, serving the ad exclusively for 15 minutes in the foyer ahead of a specific feature film. The average cinema goer spends 14 minutes in the foyer ahead of watching their film, which means that ‘Primespot’ minimises wastage and targets the desired audience at a moment when they are most receptive to the message.

Aniskha Fernando, Senior Client Manager at Posterscope, said: “Cinema foyer advertising has always been a great format for us to target LEGO’s audiences, and through Primespot we are now able to be more niche with our targeting and dominate foyer presence during the all-important 15 min lead up to the show.

Lego have purchased 1,750 hours across Primesight’s cinema portfolio of digital 6-sheets, which will run daily before showings of Rogue One: A Star Wars Story, at 120 cinemas in a nationwide campaign. The Lego spots will be served directly before what is set to be this year’s festive blockbuster and will feature Lego’s Star Wars range. As one of the biggest films of 2016, Rogue One is expected to take £80 million at the box office.

Dan Sharp, Head of Digital at Primesight, commented: “Through Primespot, we hope to reach out to audiences when they are at their most receptive, to build upon brand engagement at the first touchpoint: in the foyer of a cinema. Our first campaign with Lego is one we are very excited about and is the first step in showcasing just what brands and advertisers can creatively do in this space.”

2016 was another record year for UK cinema, which defied expectations to continue to deliver on the impressive growth of 2015. The total UK box office crossed £1bn in record time, hitting the figure by October 8th, and beating last year’s record by nearly three weeks. Increasing footfall and spend in cinemas around the UK means that engaging audiences in the time they spend before watching the film is even more important, which is why Primesight developed ‘Primespot’.

Primesight is one of the UK’s largest suppliers of out of home (OOH) solutions.  Its product portfolio reaches audiences in a range of environments including Roadside, Airports, Cinema, Retail Convenience, and Subway transit.  The operation of the largest UK network of fully interactive screens allows touch, sound and gesture engagement as well as mobile connection through touch points.

The post Lego, Primesight take ‘gold spot’ ads into cinema foyer appeared first on IPM Bitesize.

Award winning prize and promotions specialist The IMS Agency is extending its service offering with the creation of a new division, IMS Partnerships, and the appointment of Jonathan Bonnett, former Director of International Promotions at Paramount Pictures International and Head of Group Marketing Partnerships at Merlin Entertainments, to run it.

IMS, which has just celebrated its 16th birthday, is launching the division to meet demand from its extensive client base for innovative partnerships that can influence behaviour, drive performance and build relationships between brands, films, TV shows and other Intellectual Property products.

Bonnett brings with him a wealth of experience in planning and facilitating brand partnerships within entertainment and leisure. The new division will have a partnerships focus in travel, tourism, destinations, and hospitality and leisure, drawing on IMS’ extensive network of suppliers in the industry built over 16 years of trading.

Simone Moretta, Managing Director at The IMS Agency, says: “We are thrilled that The IMS Agency continues to go from strength to strength. The existing prize and promotions division of our agency complements IMS Partnerships, ensuring that clients receive integrated strategic thinking that drives consumer awareness and action. “

Jonathan Bonnett, Brand Partnerships Director at The IMS Agency, adds: “We’re excited to be able to extend the services of The IMS Agency by sourcing like-minded brand partners to create impactful and mutually beneficial collaborations with upcoming movies, TV shows and IPs, and where possible utilise the aspirational prize solutions which we’ll manage and fulfil all under one roof.”

Past IMS clients have included McDonald’s, Kelloggs, O2, SAB Miller, Universal, Lions Gate, Sky, MasterCard, Heineken, Nestle and P&G.

The post IMS Agency adds partnerships division appeared first on IPM Bitesize.

Ros Carmoody has been promoted to Partnerships Director at creative marketing agency Brand & Deliver, and also joins the Executive Board.

In her new role, Carmoody will oversee all partnership accounts at Brand & Deliver including Sony Pictures International and all major UK Distributers, including Disney, Universal, Paramount and Warner Bros.

She has led multiple award-winning campaigns during her six years at the agency and is currently shortlisted for Screen International’s Brand Partnership of the Year 2016 for her Angry Birds and Peperami campaign.

Ben Gallop, CEO of B&D, says that Carmoody’s promotion is in recognition of her outstanding contribution to the launch and development of the partnerships business and her delivery of 25% year on year growth since 2010. “Ros’s promotion is a reflection of her hard work, commitment and can-do attitude from day one at B&D. She has led the partnerships business from strength to strength, delivering remarkable year on year growth and inspiring the rest of the team to reach their full potential. Our clients want Ros in charge of their account. They trust her 100% and feel totally reassured when she’s in control, as do I. This promotion is thoroughly deserved.”

Ros Carmoody adds: “Building the partnerships division at Brand & Deliver over the last six years has been hard work but great fun. I’m excited to join the Board and take on this new challenge as we grow our reputation in new markets such as publishing and TV.”

The post Brand & Deliver puts Carmoody on board appeared first on IPM Bitesize.