Jakks Pacific challenged us to demonstrate the Harry Potter Magic Training Wand toy to as many children and parents as possible, engaging with them in a fun way and guiding them to make a purchase in-store.
The key objective was to raise the brand profile, drive purchase, and support key retail partners as best as possible.
Our approach was as simple as it was magic: We used wizards to deliver the best Magic Wand training-camps in major European toy retail outlets. Great and fun hands-on experiences for the kids! Parents and kids alike were enchanted and sales magically went through the roof.
We organized a travelling wizard experiential campaign to cover major retail partners for Jakks Pacific in major European markets.
Our team of experienced, product-trained, locally native promoters were more actors than traditional ambassadors, they were ’wizards’ with specially designed branded kits – including pull-up banners and magic equipment as central attraction points. They visited more than 50 retail stores. Dressed in wizard costumes, they held wizard trainings with children, their parents, and all other shoppers on-site, handing out certificates after successful completion of the training.
With thousands of certificates given to little magicians, we created a unique experience that perfectly aligned with the positioning of the Harry Potter Magic Wand and significantly increased the awareness and sell-through.