Bakugan Battle Brawlers From Spin Master: A Marketing 50 Case Study

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Photo: Tony Pettinato
Ronnen Harary gets as excited as a 6-year-old when describing his company's latest hit, Bakugan Battle Brawlers. And he's gone out of his way to get real kids excited too.

The toy from Spin Master rolls across a playing board, where it pops open to reveal one of 106 characters that battle with one another in tournaments. "It's like marbles, but it also transforms, and kids collect them and they create really cool stories around the characters," says Mr. Harary, 37, co-CEO.

When Spin Master introduced the toy in Canada last year, it dispatched mobile-marketing teams in vans to summer festivals, day camps and retail locations around Toronto and Montreal to demonstrate the product.

Then there's the TV show. Spin Master, in partnership with Sega Corp., commissioned 52 half-hour "Bakugan Battle Brawlers" episodes, which began on Cartoon Network in February. For the holidays, Bakugan tournaments are being staged at Toys "R" Us stores.
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