Cincinnati Kid Specialist Shop Playing With Its First Toy Account
CHICAGO–In winning its first toy account, WonderGroup continues its success specializing in kids marketing.
The Cincinnati agency was recently named agency of record for Toymax International, Plainview, N.Y., besting three undisclosed New York shops for the $8-10 million account.
Amy Weltman, Toymax vice president of marketing, cited the shop’s experience and understanding of the youth market in awarding the account.
“I thought the quality of the work and what we would be getting was worth the distance [between the companies’ respective headquarters],” she said.
WonderGroup will provide advertising and market analysis to assist with product development and positioning. The agency also does project work for Toymax’s candy business, Candy Planet.
The agency has completed two 30-second TV spots for Toymax. The first, breaking this week, is for the Girls’ Best Friend Club product line, and shows a girl writing in an alarmed diary, listening to prerecorded messages from a friend and keeping her little brother out of her room with a door alarm. The second ad, for the Starter Up Steve toy truck, shows a boy showing off to his parents as a voiceover with a country drawl outlines the toy’s features.
Billings for the campaign were undisclosed. Toymax spent a little over $8 million in 1998 according to Competitive Media Reporting.
The $32 million agency opened its doors a year ago, and has already lured food and candy clients from across the country and internationally with its kid-oriented focus. The shop recently won new business from Chushuiche, a Taiwanese cookie and candy manufacturer that is planning a move into the North American market.
“We really do put all of our time and effort into the kids market,” agency president Dave Siegel said. “By targeting one particular consumer base, we’ve been able to target business from all over the world.”