Creator of Beanie Babies Just Made Its First-Ever TV Spot, for This Brand-New Product

Beanie Babies, introduced in 1991, were once the hottest toys in the world. Yet they managed to get so popular without benefiting from a single TV commercial (aside from a McDonald's Happy Meals tie-in). But now, Beanie Babies maker Ty Inc. is launching a new line of plush animals, with a uniquely modern twist—and has hired Leo Burnett to promote the line with the company's first-ever TV spot, beginning with Black Friday this week. The new plush toys, called Peek-A-Boos, show you how completely—some might say how depressingly—smartphones have come to dominate children's play. The Peek-A-Boos aren't so much toys as toy holders. They're designed to hold phones upright so kids can play on them more easily. (They also have a microfiber bottom that doubles as a screen cleaner.) The spot itself is memorable, mostly because of the song—a stick-in-your-head tune from music agency Comma that features the product name being repeated over and over. It's almost like a Japanese commercial in its cartoony repetition. And Burnett has no doubt it will win kids over. "From early on, we felt we had something special," says agency associate creative director Brandon Crockett. "Lots of kids broke into dance during the auditions, and much of what made the final cut was improvised on set. We made an effort to create a song and performances that would appeal not only to kids, but their millennial parents, who were the original Beanie Baby collectors." Peek-A-Boos will retail for around $5 to $6 each and are available in four styles: Penni the penguin, Chimps the monkey, Uni the unicorn and Pups the dog. The spot will air on national cable and broadcast throughout the holidays. The product will also be promoted in paid social and on Ty's social media channels. "Kids love plush animals and they love technology, and the Peek-A-Boos change the way they interact with both," says Ty Inc. founder Ty Warner. "Peek-A-Boos appeal to all ages and can hold all phones and mini tablets while playing games, talking on FaceTime or watching videos hands free." CREDITS Client: Ty Inc. Campaign: Peek A Boos Spot: "Peek A Boo" Agency: Leo Burnett Chicago Associate Creative Directors: Brandon Crockett, Angela Paris Art Director: Jill Solarcyk Senior Vice President Executive Producer: Denis Giroux Producer: Kimberly Cowie Senior Business Manager: Elvena Dowd Senior Talent Manager: Linda Yuen Talent Manager: Regina Gomez Managing Account Director: Catherine Davis Vice President Account Director: Jennifer Klopf Account Supervisor: Meredith Metzl Account Executive: Abu Ngauja Account Manager: Sue Rickey Vice President, Senior Attorney: Laura Cooney Director, Commercial Clearance: Thomas Clark Production Company: Slim Pictures Director: Karen Cunningham Executive Producer: Tom Weissferdt Producer: Pat Harris Chad Gray: Office Manager Post production: Optimus Producer: Tracy Spera Editor: Aaron Porzel Audio Production: Comma Senior Composer Creative Director: Pete Schmidt

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Creator of Beanie Babies Just Made Its First-Ever TV Spot, for This Brand-New Product

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