Horizon Media's Los Angeles office has entered the toy category by picking up media planning and buying duties for Silly Slammers plush toys. Billings are estimated at $5 million.
Horizon won the account without a review, according to Pam Warren, the agency's executive vice president, general manager. There was no incumbent. Creative duties are handled by The Playground in Cleveland.
The decision to hire Horizon was made by Corporate Marketing Partners, Los Angeles, a children's marketing consultancy that the client hired to coordinate its children's advertising. Miller Consulting Group, Los Angeles, also assisted in the selection process.
"Horizon was recommended through Marty [Miller of Miller Consulting Group] as [a firm] that always delivers the quality media planning we needed," said Kris Haynal, Corporate Marketing Partners' director of marketing. "They've been very effective in promoting the product."
Marketed by greeting card company Gibson Greetings in Cincinnati, Silly Slammers are palm-sized talking bean bags, each with their own look and attitude. When thrown around, they each repeat their own unique phrase. For instance, Cool Clyde, a hip yellow Slammer in shades, says, "Cool!" while the klutz, Botch, says, "Oh no!"
In addition to three lines of general Slammer characters, the company also markets several themed lines, including a group of office workers and a summer sports group.
The first Silly Slammers TV spot recently broke nationally on all major TV networks and selected cable stations, Warren said.
"We're targeting an older segment of kids--the 6- to 11-year-old range, with a heavier skew toward boys," said Warren.
Horizon Media's Los Angeles office has 15 employees and is seeking midlevel and trainee-level buyers, Warren said. The office added an entertainment division, Horizon Entertainment, earlier this year.
Headquartered in New York, Horizon reports annual billings over $300 million.