Effort: Ello Bus Tour
Agency: U.S. Concepts, New York
Twist: To promote the national rollout of Ello, its creative play system for girls introduced late last year in some markets, Mattel is betting that hands-on experience will boost sales. This month Mattel launches a nationwide tour visiting malls, children's museums and festivals with a bus that converts into a large play space for kids to experiment with Ello's various construction themes. Targeting girls 5 to 12 years old, the tour highlights "Fairytopia," the newest of three $19.99 modules in the system, and aims to build anticipation for "Jungala," a $34.99 deluxe kit available in October.
Vital statistics: The tour kicked off in Hollywood June 7 and runs through Aug. 17, expected to reach thousands of consumers at 11 major cities from Seattle to Fayetteville, Ark. Each participating child receives a free Ello jewelry piece. A pair of 30-second spot and cable TV commercials via WPP Group's Y&R, Los Angeles, back the effort in regional markets.