SAN ANTONIO, Texas, Nov. 16 /PRNewswire/ -- Market Vision, an independent Hispanic marketing agency affiliate of CoActive Marketing Group, Inc. (Nasdaq Small Cap: CMKG), today announced that it has been engaged by Fischer-Price, Inc. to execute an integrated Hispanic marketing program that will be targeting Latino parents of pre-school children.
The campaign was launched on October 15 with TV and radio that leverages Fisher-Price's successful "Play.Laugh.Grow." campaign created by Y & R Advertising New York. The campaign will also include various strategic print partnerships.
According to the U.S. Census Bureau, 1 in 5 children born in the U.S. today are Hispanic. Between the years 2001 and 2010, the number of Hispanic children 9 and under will increase by 22%, while the number of Non-Hispanic children of the same age will decline by 1%. The population increase is driven by both immigration and higher birth rates among Hispanics.
Three key Hispanic markets, Los Angeles, Houston, and Chicago will be the focus of the campaign over the next year.
Ms. Bonnie Garcia, President of Market Vision said, "Market Vision is continuing to grow its Hispanic marketing efforts for major consumer product companies and we are most excited to be working with Fischer-Price on their expansive marketing campaign. This program is an excellent example of how our collaborative partnership with CoActive Marketing is paying dividends in the availability of the resources we bring to our clients by providing the best possible multicultural market campaigns."
The campaign will focus on parents of infants, toddlers, and preschoolers in the three key markets.
"Our recommendation to Fisher-Price was to focus on these three top markets and make a deep connection with Hispanic families. Through traditional and non-traditional marketing vehicles, we can reach the Latina mom in her home, her neighborhood and even in her pediatrician's office," continued Bonnie Garcia. "The Latina mom is young. Her child is at the center of her universe and she's very much involved in her family and in her community. As a brand of toys and juvenile products, Fisher-Price is uniquely positioned to offer her everything she needs to give her family the best possible start in life."
"This is a significant start to what we believe will be a long-term dialogue with this important, growing segment of young families," emphasized Chuck Scothon, Senior Vice President of Marketing and Brand Development at Fisher-Price. "Our research tells us that while Latino families quickly acclimate to life in the U.S., they have a strong desire to retain their language and preserve their heritage, not only for themselves but also for their children. As a result, our marketing strategies need to be attuned to connecting with their culture and society. Our goal is to be the leading brand choice for Latino families, and this is just the beginning."
TV, Radio, Out-of-Home Advertising
Two television advertisements and one radio spot will each be broadcast in Houston, Los Angeles and Chicago, featuring the Fisher-Price's Peek-A- Blocks(TM) toys and Little People(R) playsets. Each ad strikes an emotional chord with mothers by depicting the developmental benefits of Fisher-Price toys, while underscoring the close bond Latina mothers have with their children. The Company's tagline has been translated into Spanish and the same music used in general market advertising has been re-arranged with a Latin flair by award-winning composer Gustavo Farias. Both TV and radio will air from mid October through late November. The brand will gain additional exposure to over one million parents through targeted doctors' and pediatricians' offices via Accent Health in Espanol, a Hispanic TV network produced by CNN. The network will air the Hispanic TV campaign several times per day, from December through January 2005.
For the first time in its history, Fisher-Price will buy neighborhood billboard space with captivating, lifestyle imagery of moms and little ones playing together, with the headline message: "Juega con Ellos. Rie con Ellos. Crece con ellos" -- or "Play with Them. Laugh with Them. Grow with Them." Commenting on this complement to Fisher-Price's "Play. Laugh. Grow." tagline, Ms. Garcia stated, "We felt the message 'con Ellos' was essential - both by implication through the photography, and through the copy - because the Latina mom seeks close involvement in every aspect of her child's life."
Grassroots Festival
The Hispanic campaign also includes a grassroots, festival program that launched this summer in Chicago and will close out the year in Los Angeles this December. A 60. x 60. play area features five different play stations for children from 6 months to 6 years. Enclosed by larger-than-life photography of Latino children and moms playing with Fisher-Price toys, the space also features a special photo area, co-sponsored by Polaroid.
Custom Print Publication and Internet
Through a partnership with Meredith Corporation's American Baby Group, Fisher-Price is the sole sponsor of a new Spanish-language publication "Jugando a Crecer" (or "Playing to Grow"), which is being distributed this fall to over 1 million parents of newborns and infants through OB/GYN offices and hospital birthing units with high Hispanic birth rates. Fisher-Price also distributes the publication at Hispanic festivals where the Company sponsors its popular play area. The free, custom publication speaks to the importance of play in the early years of life, and offers tips on how to foster baby's developing cognitive and motor skills through play. It also provides helpful information about the stages of early childhood development, selecting toys and much more.
Finally, a comprehensive web campaign will launch in October through a partnership with the nation's two largest Hispanic media outlets: Telemundo and Univision. TodoBebe.com from Telemundo and TuBebe.com from Univision will carry banner ads, play tips and a sweepstakes to win free toys, in order to drive consumers to the Spanish language version of http://www.fisher-price.com/ (consumers can simply click on the Espanol button on the site). There, consumers will be able to download a free copy of "Jugando a Crecer," share parenting advice within a "Madre a Madre (Mom to Mom)" section, and find the destinations in which the spectacular Fisher-Price Play Area will be located during Latin festivals across the United States. In addition, parents will find tips about playing with their children at different ages, and have the opportunity to learn about toys that can enhance their child's development.
Fisher-Price will continue the campaign throughout 2005, with additional enhancements.
About CoActive
CoActive Marketing Group, Inc. is a full-service marketing, sales promotion, and interactive services company that develops and manages integrated marketing, sales and promotional programs at both national and local levels for consumer product companies. The programs are geared towards growing incremental sales and profits by identifying and addressing key trade, sales and consumer trends. For more information regarding Coactive Marketing Group, contact http://www.getcoactive.com/
About Market Vision
Market Vision is a full service multi cultural marketing and promotion communications agency. Located in San Antonio, Texas, Market Vision has rapidly become a recognized leader in Hispanic marketing among top packaged goods manufacturers. All of its programs are focused toward achieving trade channel participation and driving consumer take-away. For more information regarding Market Vision, contact http:///www.info@mvmas.com
About Fisher-Price
Fisher-Price, Inc., a subsidiary of Mattel, Inc. and located in Aurora, New York is the leading brand of infant and preschool toys in the world. Its often-emulated Play Laboratory was the first child research center of its kind on the toy industry, allowing researchers to observe the way children play and how play benefits development. The result is a 75-year legacy of high-quality toys that enhance early childhood development. Some of the Company's best-know "classic" brands include Little People(R), Power Wheels(R), and View-Master(R). The Company also creates toys that bring some of the most popular and widely recognized characters to life -- from Barney(TM) and Blue's Clues(TM) to Disney, Dora the Explorer(TM), Sesame Street(R), and Winnie the Pooh. Fisher-Price is also a leading developer of babygear products (nursery monitors, infant swings, high chairs and more). The Company's website, at http://www.fisher-price.com/, provides valuable information and resources to parents.
CoActive Marketing Group, Inc.
The campaign was launched on October 15 with TV and radio that leverages Fisher-Price's successful "Play.Laugh.Grow." campaign created by Y & R Advertising New York. The campaign will also include various strategic print partnerships.
According to the U.S. Census Bureau, 1 in 5 children born in the U.S. today are Hispanic. Between the years 2001 and 2010, the number of Hispanic children 9 and under will increase by 22%, while the number of Non-Hispanic children of the same age will decline by 1%. The population increase is driven by both immigration and higher birth rates among Hispanics.
Three key Hispanic markets, Los Angeles, Houston, and Chicago will be the focus of the campaign over the next year.
Ms. Bonnie Garcia, President of Market Vision said, "Market Vision is continuing to grow its Hispanic marketing efforts for major consumer product companies and we are most excited to be working with Fischer-Price on their expansive marketing campaign. This program is an excellent example of how our collaborative partnership with CoActive Marketing is paying dividends in the availability of the resources we bring to our clients by providing the best possible multicultural market campaigns."
The campaign will focus on parents of infants, toddlers, and preschoolers in the three key markets.
"Our recommendation to Fisher-Price was to focus on these three top markets and make a deep connection with Hispanic families. Through traditional and non-traditional marketing vehicles, we can reach the Latina mom in her home, her neighborhood and even in her pediatrician's office," continued Bonnie Garcia. "The Latina mom is young. Her child is at the center of her universe and she's very much involved in her family and in her community. As a brand of toys and juvenile products, Fisher-Price is uniquely positioned to offer her everything she needs to give her family the best possible start in life."
"This is a significant start to what we believe will be a long-term dialogue with this important, growing segment of young families," emphasized Chuck Scothon, Senior Vice President of Marketing and Brand Development at Fisher-Price. "Our research tells us that while Latino families quickly acclimate to life in the U.S., they have a strong desire to retain their language and preserve their heritage, not only for themselves but also for their children. As a result, our marketing strategies need to be attuned to connecting with their culture and society. Our goal is to be the leading brand choice for Latino families, and this is just the beginning."
TV, Radio, Out-of-Home Advertising
Two television advertisements and one radio spot will each be broadcast in Houston, Los Angeles and Chicago, featuring the Fisher-Price's Peek-A- Blocks(TM) toys and Little People(R) playsets. Each ad strikes an emotional chord with mothers by depicting the developmental benefits of Fisher-Price toys, while underscoring the close bond Latina mothers have with their children. The Company's tagline has been translated into Spanish and the same music used in general market advertising has been re-arranged with a Latin flair by award-winning composer Gustavo Farias. Both TV and radio will air from mid October through late November. The brand will gain additional exposure to over one million parents through targeted doctors' and pediatricians' offices via Accent Health in Espanol, a Hispanic TV network produced by CNN. The network will air the Hispanic TV campaign several times per day, from December through January 2005.
For the first time in its history, Fisher-Price will buy neighborhood billboard space with captivating, lifestyle imagery of moms and little ones playing together, with the headline message: "Juega con Ellos. Rie con Ellos. Crece con ellos" -- or "Play with Them. Laugh with Them. Grow with Them." Commenting on this complement to Fisher-Price's "Play. Laugh. Grow." tagline, Ms. Garcia stated, "We felt the message 'con Ellos' was essential - both by implication through the photography, and through the copy - because the Latina mom seeks close involvement in every aspect of her child's life."
Grassroots Festival
The Hispanic campaign also includes a grassroots, festival program that launched this summer in Chicago and will close out the year in Los Angeles this December. A 60. x 60. play area features five different play stations for children from 6 months to 6 years. Enclosed by larger-than-life photography of Latino children and moms playing with Fisher-Price toys, the space also features a special photo area, co-sponsored by Polaroid.
Custom Print Publication and Internet
Through a partnership with Meredith Corporation's American Baby Group, Fisher-Price is the sole sponsor of a new Spanish-language publication "Jugando a Crecer" (or "Playing to Grow"), which is being distributed this fall to over 1 million parents of newborns and infants through OB/GYN offices and hospital birthing units with high Hispanic birth rates. Fisher-Price also distributes the publication at Hispanic festivals where the Company sponsors its popular play area. The free, custom publication speaks to the importance of play in the early years of life, and offers tips on how to foster baby's developing cognitive and motor skills through play. It also provides helpful information about the stages of early childhood development, selecting toys and much more.
Finally, a comprehensive web campaign will launch in October through a partnership with the nation's two largest Hispanic media outlets: Telemundo and Univision. TodoBebe.com from Telemundo and TuBebe.com from Univision will carry banner ads, play tips and a sweepstakes to win free toys, in order to drive consumers to the Spanish language version of http://www.fisher-price.com/ (consumers can simply click on the Espanol button on the site). There, consumers will be able to download a free copy of "Jugando a Crecer," share parenting advice within a "Madre a Madre (Mom to Mom)" section, and find the destinations in which the spectacular Fisher-Price Play Area will be located during Latin festivals across the United States. In addition, parents will find tips about playing with their children at different ages, and have the opportunity to learn about toys that can enhance their child's development.
Fisher-Price will continue the campaign throughout 2005, with additional enhancements.
About CoActive
CoActive Marketing Group, Inc. is a full-service marketing, sales promotion, and interactive services company that develops and manages integrated marketing, sales and promotional programs at both national and local levels for consumer product companies. The programs are geared towards growing incremental sales and profits by identifying and addressing key trade, sales and consumer trends. For more information regarding Coactive Marketing Group, contact http://www.getcoactive.com/
About Market Vision
Market Vision is a full service multi cultural marketing and promotion communications agency. Located in San Antonio, Texas, Market Vision has rapidly become a recognized leader in Hispanic marketing among top packaged goods manufacturers. All of its programs are focused toward achieving trade channel participation and driving consumer take-away. For more information regarding Market Vision, contact http:///www.info@mvmas.com
About Fisher-Price
Fisher-Price, Inc., a subsidiary of Mattel, Inc. and located in Aurora, New York is the leading brand of infant and preschool toys in the world. Its often-emulated Play Laboratory was the first child research center of its kind on the toy industry, allowing researchers to observe the way children play and how play benefits development. The result is a 75-year legacy of high-quality toys that enhance early childhood development. Some of the Company's best-know "classic" brands include Little People(R), Power Wheels(R), and View-Master(R). The Company also creates toys that bring some of the most popular and widely recognized characters to life -- from Barney(TM) and Blue's Clues(TM) to Disney, Dora the Explorer(TM), Sesame Street(R), and Winnie the Pooh. Fisher-Price is also a leading developer of babygear products (nursery monitors, infant swings, high chairs and more). The Company's website, at http://www.fisher-price.com/, provides valuable information and resources to parents.
CoActive Marketing Group, Inc.
© 2004 PR Newswire
