Beechdean Ice Cream Group has secured listings for its three-strong Scooby-Doo ice cream line to appear in Toy R Us stores nationwide.
Rolling out next month, the new ice creams will be positioned in impulse freezers at till points, targeting Scooby-Doo's core audience of four to 15 year olds. The packaging shows the popular character and flavours include Chocolate, Honeycomb and White Chocolate and Strawberry.
Following its deal with Warner Bros. Consumer Products, Beechdean launched the range last month with a heavyweight marketing campaign. This included a UK-wide sampling road show in a dedicated Mystery Machine Ice Cream Van, as well as a nationwide 'Scooby Selfie' competition offering the chance to win a family break to Butlins - home of the new Scooby-Doo Live Show.
The campaign - which is continuing throughout the summer - will also see a Free for Every Reader partnership with a national newspaper, driving footfall into TRU stores.
"We are delighted to add to our portfolio of licensed products with such a strong character and the new listing with Toys R Us continues to demonstrate both customer and consumer demand for fun and relevant products that also deliver on taste, innovation and quality," said Andrew Howard, MD of Beechdean.
"This is a significant achievement for us garnering 30 per cent of competitor's market share and positioning ice cream impulse products outside of traditional grocery spaces.
"The product itself challenges Magnum and Feasts as an enjoyable, high quality eat and is also competitively priced."