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Mattel shows backing for indie Toymaster stores with new campaign

Kicking off today (4 May), the campaign will aim to drive awareness and footfall to over 300 independent toy retailers.

Mattel is supporting the independent retail sector with a new digital marketing campaign which is aiming to drive awareness and footfall to local Toymaster stores.

The campaign launches today (4 May) and will run over a couple of months, driving footfall to over 300 independent toy retailers.

Activated through mobile display and Spotify, the campaign will geo target adults based on their live locations and proximity to their local toy store using a mix of dynamic audio and visual creatives.

The campaign will be driving over 10 million impressions supporting retailers at this critical time as consumers start to return to the high street.

“As we have done since the start of the pandemic we continue to support all our retailers, but with the opening up of retail we wanted to support the independent sector with an innovative digital campaign that would talk to consumers in a very targeted way, helping drive awareness and footfall to local toy stores which have been heavily impacted by store closures during the pandemic,” explained Michael Hick, vp and country manager at Mattel UK. “We know how important it is to encourage consumers back out to the high streets and precincts as footfall is still a long way off what it was pre-pandemic.

“This innovative marketing initiative will support our partners at this critical time.”

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