The Need
Market research company, NPD Group (now Circana) was launching a new service called Licence Tracker into the toy industry. It wanted to reach key decision-makers in Europe and the US and establish its new tool as the industry standard.
How we helped
With expertise in both the professional services and toy sectors, we had the breadth and depth of experience this project needed for quick results. We knew that the best way to reach audiences was at the American and European licensing shows.
We set up 12 media features in US titles on the tracker tool’s launch and possibilities, to appear during Licensing International in New York, the world’s largest licensing show. At the show we set up interviews for NPD’s product lead with 5 key editors.
For the European show, Brand Licensing Europe, which happened some months later, we clearly needed to offer the media something different. So we gave editors exclusive access to key market research data generated by the tracker, based on each title’s specific interests. We also used the data to secure NPD’s experts speaker slots at the show.
