The Marketing Store - Licensing.biz

The Marketing Store

We look at the role The Marketing Store plays in the licensed toy business.
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When you think of the largest manufacturer of licensed toys by volume, chances are you’ll come up with names like Hasbro, Mattel, Tomy and the like. In fact, The Marketing Store claims this title.

Business development director, Robert Pursey explains: “Our work in promotional marketing with some of the world’s biggest brands means that we are the biggest manufacturer of licensed toys (by volume) in the world, with more than 1.5 billion produced last year alone, delivered all over the world.”

These toys have been used in high profile campaigns for a range of equally well-known clients, including McDonalds, Shell and Nestle Cereal Partners.

The Marketing Store’s piece de resistance seems to be its ability to hit on exactly what the target consumer wants and working it up into an added-value proposition, which simultaneously promotes the client’s brand or company.

Perhaps its most famous work is with McDonalds on the Happy Meal. This simple idea of combining fast food and toys has helped to promote a wide range of films, including Shrek, Ice Age 3, Bee Movie, Kung Fu Panda and Monsters vs. Aliens to name but a few.

Pursey continues: “Promotions using toys as premiums, especially those leveraging licensed character retain huge appeal to young consumers and allow parents to treat their little one with great quality toys.”

Ten years ago, the firm was faced with the challenge of how to leverage the power of Shell and Ferrari’s 50-year plus technical partnership and make it feel tangible for customers at the forecourt.

The solution lay in the allure of Ferrari. So the firm created a unique collection of model Ferraris that had the power to race and change pace. The models were linked to purchase, while their functionality helped support the high performance proposition of Shell V-Power.

The global promotion that followed ran in 54 markets. It generated massive incremental sales and customer engagement beyond anything ever seen on a petrol station forecourt. Over 37 million model cars were ordered, shipped out and sold in year one.

The Marketing Store was founded in the UK in 1986 and remains the largest independent below-the-line agency in the UK. In 1998, the firm was bought by US company HAVI Group.

Its work spans further than just the sales promotions and includes a full in-house service from licensing, creative product design, quality assurance, engineering, project management and global logistics.

Pursey concludes: “For promoting brands, The Marketing Store delivers great ideas and excellent quality products every time, with enormous manufacturing capabilities and scale.

“Brand protection affords clients peace of mind and confidence. Clients love our creativity and quality and above all see us as a safe pair of hands to manage their promotions.

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