More NewsKBkids.com Launches $43 Million Campaign

KBkids.com Launches $43 Million Campaign

Online toy store start-up KBkids.com launched a $43 millionadvertising campaign that includes national television, print, out-of-homeand in-store promotions.

Online toy store start-up KBkids.com launched a $43 million advertising campaign that includes national television, print, out-of-home and in-store promotions.

KBkids.com is a joint venture between Consolidated Stores Corp., operator of the 1,300-store bricks and mortar K*B Toys chain, and BrainPlay.com.

The initial television campaign consists of several spots that include five-second vendor tags that integrate the spirit of the ads with the brand of the vendor.

TV ads highlighting exclusive toys offered only by K*B will break in November. The print campaign includes inserts that will run in the November issues of Parenting and Family PC magazines.

Single pages, spreads, and three-page units will also run in family-focused publications such as Working Mother, Good Housekeeping, Disney Magazine, Family Fun, and Sesame Street. Separate ads featuring collectibles and video games will run in a number of specialty collector and gamer books.

The out-of-home campaign will focus on nine markets, including New York, Los Angeles, Chicago, San Francisco, Philadelphia, Boston, Houston, Dallas, and Washington, DC, and will consist of bulletins, king-size bus panels, and mobile billboards.

The ads were created by Goldberg Moser O’Neill.

The campaign also includes sponsorship of the PBS program “Teletubbies” and NBC’s “KBkids.com StarSkates,” a figure-skating series airing this fall that merges top figure skaters with some of today’s hottest musicians.

Related Articles

GDPR: The role of technology in data compliance

Data & Analytics GDPR: The role of technology in data compliance

3w Clark Boyd
What companies can learn from the We-Vibe lawsuit about the Internet of Things

Legal & Regulatory What companies can learn from the We-Vibe lawsuit about the Internet of Things

8m Al Roberts
Has advertising arrived on Google Home?

Media Has advertising arrived on Google Home?

8m Al Roberts
Is Twitter slowly dying?

More News Is Twitter slowly dying?

9m Al Roberts
FedEx launches fulfillment service to take on Amazon

Ecommerce FedEx launches fulfillment service to take on Amazon

9m Al Roberts
Target is the top retail digital marketer, so why is it struggling?

Ecommerce Target is the top retail digital marketer, so why is it struggling?

8m Al Roberts
YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

More News YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

9m Al Roberts
YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

9m Al Roberts