Rubbermaid Tests TV For Little Tikes Toys

Martin/Williams’ inaugural work for Rubbermaid includes the company’s first advertising for its Little Tikes toy line.
Two 30-second TV spots will break in April in a four-city test. Rubbermaid is looking to gauge the effectiveness of both the medium and of spring as a selling season for the toys. Past marketing for Little Tikes has been concentrated before Christmas. The TV campaign is expected to be expanded nationally in the fourth quarter.
One of the spots is a general brand-building ad for Little Tikes, while the other touts the company’s Push & Ride Coupe toy. The spots will air during daytime and prime time slots. A national print campaign will run in parenting and other general circulation magazines in the fourth quarter.
The TV ads use the Iggy Pop song “Wild One” as a soundtrack for visuals of kids wreaking havoc in the home. One runs down the hall unspooling toilet paper, while another dumps an entire purse in the toilet.
With a voiceover that states, “Kids are born to be wild,” the ads suggest Little Tikes toys are more durable than furniture as a child’s plaything. “It’s about channeling kids’ energy from beating up on household items to beating up on these toys,” said Steve Collins, partner for strategic client services at Minneapolis-based M/W.
The campaign is part of an estimated $8 million marketing push this year for Little Tikes. The tagline, “Fun that lasts,” parallels the “Ideas that last” themeline introduced last year in advertising for Rubbermaid’s household products from Meldrum & Fewsmith Communications, Cleveland. M/W succeeded Meldrum on the estimated $10-20 million Rubbermaid account in December, after a review.
M/W won the account with a pitch specifically tailored to the Little Tikes brand, Collins said. “The work that we showed is the work that we executed,” he said.
New M/W advertising for Wooster, Ohio-based Rubbermaid’s other product lines, including household products, is expected next month. Collins declined to discuss that work.