As over 300 independent retailers prepare to debut Carte Blanche Greetings’ new brand, My Dinky Bear, in their stores in the first week in August, the publisher has been doing some homework to help ensure a pull through from youngsters by forging links with schools.
With new ‘sibling’ to Tatty Teddy launching into retail soon, exclusively in independent retailers, on the range of plush, accessories as well as a select card range, My Dinky Bear is aimed as a ‘friend’ to its target audience of 4-9 year olds.
To boost awareness and engagement with the new brand, the Sussex-based publisher has created a Schools’ Pack for teachers which positions Dinky as a class mascot as well as encouraging youngsters to further embrace the brand through adventure journals.
The school packs (adventure journals and free products) will go out to 600 school classes in September, only a few weeks after Dinky will have launched into independent stores on specially created FSDUs. As Julia Andrews, CBG’s trade marketing manager explained: “Creating these schools’ packs isn’t just about reaching our primary audience it is also a wonderful opportunity to engage with children in a way that encourages literacy, being active and also celebrates the uniqueness of every child.”
The first range of My Dinky Bear plush all feature magnetic paws to hold hands with each other when going on adventures. In addition there are also six fun novelty hats, drawstring bags with kangaroo-style pouches and themed sticker packs.
Consumer marketing campaigns will build over the coming months with regular online competitions, blogger activity and promotions in top girls’ magazine Sparkle World. My Dinky Bear iMessage stickers have already had over 40k downloads in the last month – even before any product has launched in the marketplace.