Tomy has announced that it is to launch an extensive marketing campaign centred on its newest line, Ricky Zoom – the first ever all-bike show for pre-schoolers. The large-scale campaign has been devised to promote and celebrate the growth of Tomy’s licensed toy product offering and support its valued retailers.
Partnering with property owner Hasbro as Master Toy Licensee, Tomy has created an innovative and engaging Ricky Zoom range which brings the popular bike show to life for children around the world.
“Tomy has created a vibrant and exciting toy line that will spearhead the launch of Ricky Zoom at retail and fuel the imaginations of our young fans,” said Hasbro’s Marianne James, VP EMEA consumer products. “The toy range has been designed with interactive features that reflect the show’s core brand values of action, rescue and adventure, so that kids can immerse themselves in the world of Ricky Zoom beyond the TV screen and replicate his adventures in their own homes.”
The fast-paced CGI action and comedy adventure series features the thrilling adventures of little red rescue bike Ricky Zoom and his loyal Bike Buddies, Loop, Scootio and DJ. With friendship and community at its heart, Ricky Zoom premiered in the UK in October 2019, fast becoming a firm favourite with the nation’s pre-schoolers – reaching a total audience of 640,000 on Milkshake! alone*. This May, Ricky zoomed his way to the number one spot for all programmes on Channel 5’s pre-school block Milkshake! while the series also ranked as one of the top five shows on Nick Jr.**.
Backed by a robust marketing plan across a range of platforms, the planned activity will support the key items in the range starting with Lights and Sound Ricky and Speed and Stunt Playset. An extensive digital programme, retail activations and television advertising in the run-up to Christmas will provide maximum visibility for the Ricky Zoom product range.
Helena Stacey, Ricky Zoom brand manager at Tomy, said: “The Ricky Zoom launch is an incredibly exciting one for Tomy as we continue to expand our ever-growing licensed toy product offering.
“The innovative Ricky Zoom product portfolio has been designed to bring to life the excitement, adventure and fun experienced by Ricky and his Bike Buddies in the show, for children around the world to enjoy. We’re really excited by this range which is why we’re heavily investing in this robust marketing campaign to help ensure all Ricky Zoom fans can take part in their own biking adventures.”
* Source: BARB/TechEdge, All Homes, K4-15, Reach 1+ (3+ mins cont.), 20 Apr – 05 Jul unless otherwise stated
**Based on average audience K4-6, May 2020