riding the buzz

The WonderGroup is about to break its new spot for the Dragonfly remote control vehicle from Toymax. But publicity for the futuristic-looking little toy is already in high gear. USA Today declared it one of the “season’s must have playthings,” while Family Fun magazine listed it third among top ten toys, behind the F-150 Hercules and something called “Wiggle & Giggle.”

So when kids start seeing the TV spot while watching Saturday morning cartoons, Toymax expects the whole marketing scheme behind Dragonfly to come together.

“If a child’s want reinforces what a parent has already seen, you’ve got a great equation,” said Alex Perkins, senior account manager at the Cincinnati-based kids marketing agency.

The Dragonfly is a sort of rolling rocket with wings that retract, allowing it to go through narrow passages and under low bridges, or to stand on its end and spin. All of this is amply demonstrated in WonderGroup’s spot, backed by what Perkins said the agency jokingly referred to as a “monster truck voiceover,” a throaty growl of the sort boys will later hear urging them to get to get to the local drag strip.

“When you get this kind of buzz,” Perkins said of the publicity surrounding the Dragonfly, “it becomes a kind of feeding frenzy.”