Fisher-Price, Little Tikes defend preschool turf

Brandweek, Feb 9, 1998 by Karen Benezra

Mattel's preschool titan Fisher Price next month will herald a global brand image update with new advertising and promotions supported by the heft of its $45 million in annual media spending, as it looks to reverse a 15% sales decline. Rival Little Tikes, meanwhile will make an unprecedented marketing splash with an $8 million push, anchored by its first ever network TV campaign and a new Disney licensing pact adding Winnie-the-Pooh and Mickey on outdoor toys.

The action comes as competition for the toyland's littlest players has reached its hottest levels in years, with several lines based on licensed characters angling for prime shelf space: Hasbro's new Teletubbies and Arthur characters, Nickelodeon's Ragrats and Blue's Clues and Mattel's own Disney and Sesame Street lines. That's leading traditional players Fisher-Price, Playskool and Little' rikes to mobilize and defend their turf

Fisher-Price's new ads, under the tagline "It's a great age for Fisher-Price," fan out with two song-based anthem spots, followed by product-specific executions, wiN some 16 spots in all. The TV and print represent the first effort from Young & Rubicam, MY, since it absorbed F-P's longtime agency Waring & Larosa-Fisher-Price execs said they are moving away from the "Fisher-Price Knows" theme to talk more directly to moms about the highs and lows of raising children. One spot, for a remote control Slumbertime Soother, depicts a couple griping about waking up in the wee hours to calm a crying baby; in another, a voiceover says "its a great time to have fun ... to eat, sleep and poop." F-P wants to augment its position as the "Dr. Spock" of toys, said evp-marketing Jerry Perez.

"We saw a window to celebrate every moment of a mom's relationship with a child," Perez said. "We needed to infuse the brand with new energy and give it more vitality."

Media will include network TV, cable and syndication, with print ads in parenting titles. "A lot of toy ads are very demonstrative," said Kim Corrigan, svp-account managing director on the Mattel business at Y&R. "We're trying to capture the emotional benefits of what the child experiences."

Still the leader in preschool and infant toys, with about a 25% share, Fisher-Price had a tough 1997 because of competition from properties like Winnie-the-Pooh and Sesame Street and low sales of electronic learning toys. The company also had a large carryover of inventory from the prior year, despite a consumer takeaway rate of 6%, said Perez.

In October, Fisher-Price will hook up with ConAgra's Kid Cuisine brand. F-P will slot at least $10 in coupons for its Shop & Cook Center in some 5 million cartons of Kid Cuisine frozen entrees, flagged with package splashes. Kid Cuisine discounts will appear on 800,000 F-P products, supported with a national FSI on Oct. 25. F-P will get product displays at end-aisle freezers, while Kid Cuisine's national salesforce will offer in-store giveaways of 2,000 Kitchen Centers.

Little Tikes' inaugural TV effort will begin with a spring test, as it bolts out of its traditional mix of direct and print. Six fast-paced ads, via Martin/Williams, Minneapolis, target younger moms and, set to "Wild One" by Iggy Pop, depict kids jumping on beds, emptying mom's purse into the toilet bowl and alternatively playing with Little Tikes products. Tag: "Fun That Lasts."

"We want to communicate our brand attributes on a higher level to really get distribution efforts up," said Tom Lombardo, vp-marketing.

The new Disney pact set to roll in 99 will see Winnie and Mickey icons on Little Tikes' backyard play houses, climbers, wagons and kid-powered ride ons.