.svg)
.svg)
.svg)
.svg)
Jazwares
About Jazwares
Jazwares is a global toy company that owns and licenses some of the most beloved brands-Squishables, AEW, Roblox, Pokemon, Cabbage Patch Kids and more. The breadth and depth of Jazwares lines is such that it markets its products to a broad range of target audiences, from children 3+ to adult collectors and everything in between, but with one common denominator-it is focused on marketing to families.
The Challenges
A diverse array of brands that cater to different demographics, each necessitating targeted campaigns tailored to their specific goals.
Category: Strategic Planning + Earned PR + Paid Media + Influencer Marketing +Activations & Events
The Program
To ensure each brand would be properly marketed and communicated to its unique audience, Swerve created strategic marketing plans and budgets for each brand individually and executing an annual integrated marketing plan for the entire Jazwares portfolio consisting of PR, earned influencer, events and activations, paid influencer, social media content creation, UGC and more.
Target
Ranging from 3+ to adult collectors
Objectives
- Drive awareness for new product launches by Jazwares, anchored by innovative key drivers
- Build brand equity and loyalty within target audiences
- Position Jazwares as a top kids toy manufacturer for the Canadian marketplace
- Secure targeted brand attention through “always on” strategic earned media, paid media, influencer marketing, activations & events.
The Results
Jazwares become the 5th largest toy company by revenue in Canada at the time, and the company earning a reputation for design, manufacturing and marketing genius in an industry crowded with the most creative people in the world.
- Story target surpassed with 159% of program goal
- Impressions target surpassed with 580% of program goal
Squishmallows FanExpo Activation
The activation at Fan Expo resulted in over 18 million estimated impressions to-date from over 84 social posts and media coverage. The CBC, Canada’s largest news outlets, included an image of Cam in a Fan Expo round up.
Sentiment was overwhelmingly positive conversation (94%) as users shared excitement around meeting Cam. The small amount of neutral posts (6%) were users wanting Cam to visit their city and FOMO (fear of missing out) from out-of-town Canadians.
Jazwares Holiday Media Tour
Ahead of the holiday season, Swerve coordinated a “Viral Toys” exclusive media tour with personality Patty Sullivan highlighting multiple Jazwares brands and products including: Squishmallows (Various)
- Squishville (Ski Chalet)
- Star Wars (Micro Galaxy Millenium Falcon)
- CoComelon (JJ Deluxe Clubhouse)
- Pokemon (8” Plush)
CoComelon Surprise Mailer
Swerve curated a surprise and delight mailer that was distributed to targeted content creators. The focus of this mailer was to reinforce the lessons and play potential from the CoComelon YouTube series by bringing them to content creators’ homes. The mailer included custom note cards and QR code documents linking to CoComelon episodes and Jazwares products online. Each product bundle was selected for individual influencers’ to enhance the at-home viewing experience.
Coverage Highlights
.svg)