A pan-European consumer activation campaign

Training Kids to Become Wizards

Channel Marketing

MSM*

/ MSM

The challenge

Jakks Pacific needed to demonstrate its Harry Potter Magic Training Wand toy to as many children and parents as possible, in a way that was genuinely fun and moved shoppers toward an in-store purchase. The goal: raise the product's brand profile, drive purchases, and support key retail partners.

Our solution

We organized a travelling wizard experiential campaign across major retail partners in key European markets. Our promoters were product-trained, locally native, and worked more as performers than traditional brand ambassadors — dressed as wizards, equipped with branded kits including pull-up banners and magic-themed props.

At more than 50 retail stores, these 'wizards' ran hands-on Magic Wand training camps for children, their parents, and other shoppers on-site, handing out certificates on successful completion of the training.

Results

Thousands of certificates were awarded to young 'wizards' across the campaign, delivering an experience aligned with the Harry Potter Magic Wand's positioning and, according to Jakks Pacific's stated objectives, supporting increased product awareness and in-store sell-through.

Parents usually buy toys because their children ask for them. We trained the children to enchant their parents instead — a genuinely magical experiential campaign.
Lennart, Deputy Managing Director

Want to know more?

Sven Weber

Business Dev Driver

sven.weber@msm.digital

LinkedIn Profile

Training Kids to Become WizardsTraining Kids to Become WizardsTraining Kids to Become Wizards

The challenge

Our solution

Results

Want to know more?

The challenge

Our solution

Results

Training Kids to Become Wizards