Media News – what’s happening on the box and beyond

UK PR agency Norton PR has announced a brace of highprofile clients it has been appointed to represent.

First of these is a ‘highprofile influencer outreach programme of activity’ ahead of Christmas as US collectable brand Versus World makes its way across the Atlantic where its Cats Vs Pickles sub-brand is the fastest-growing plush collectable. The Versus World range also includes Dogs vs Squirls, Kittens vs Gherkins and Bears vs Donuts.

Its campaign will include YouTube and Instagram takeovers, and unboxing, as well as involvement in influencer events.

Norton PR director Emma Arthur said: “The Versus World is one of those properties that is a joy to work on given its strong back story and existing collector fan base. With our track record of supporting licensed product launches in the UK and Europe, the opportunity to develop an established audience by generating new and engaging content is an exciting new challenge!”

James Russell Hornsby, CEO at Cepia, which owns the brand, said: “A strong social media and influencer strategy is mission critical to generate awareness and demand among our target kid and kidult collector customers. We were seeking an agency who could help us get the Versus World properties into the hands of creators and are so excited about the plan that Norton will bring to market.”

Norton has also been appointed as communications partner in the UK for Toyish Labs’ building toy Clixo.

Assaf Eshet, founder and CEO at Toyish Labs, said: “What drives me and my team is to allow kids of all ages to develop their imagination, and discover their skills and confidence while staying curious. We’re delighted to be partnering with the Norton team.’’

Rebuilding blocks

LEGO has furthered its relationship with Channel 4 after launching a new shortform digital series for the broadcaster’s social media.

Comedians Judi Love, Aisling Bea, Rhys James, and Katherine Ryan each appear in one of the four episodes, along with children for the Kids Rebuild The Future series.

It’s part of LEGO’s Rebuild The World campaign celebrating kids’ creativity, and the full-length versions appear on C4’s YouTube channels, with cut down versions on its Instagram and Snapchat. All four episodes will appear on the All4 streaming platform and will be further advertised on Channel 4 itself.

David Amodio, deputy head of digital Innovation & 4Studio, said: “We are thrilled to be working with such an iconic brand on this new digital branded series. It’s another great example of how we’re working with brands to speak to new audiences across our growing social and owned channels. The LEGO Group has been the perfect partner, which has enabled delivering something authentic, fun, entertaining, and impactful.”

Isabel Graham, head of marketing, UK and Ireland at the LEGO Group, said: “The LEGO System in Play has long been the ultimate platform for creative expression and we’re really pleased to be working with Channel 4 on this new digital series.’’

Gabby’s fabby

Gabby’s Dollhouse continues to build big audiences.

The series has now moved on to free-to-air TV in the UK via Tiny Pop. and the DreamWorks-created series’ success is being celebrated by Universal Pictures and Experience.

Global views for Gabby & Friends on YouTube averaged 18 million a month. in 2021 and with Spin Master as its master toy licensee, its profile is rising.

Magical Gunners

Not content with weaving their magic at the top of the Premier League, Arsenal football superstars Martin Odegaard and Aaron Ramsdale were given a lesson in bamboozling the opposition from Marvin’s Magic creator Marvin Berglas.

The duo were shown some new tricks by magic maestro Berglas for a specially filmed segment, which aired on Sky Sports ahead of the team’s big game with Liverpool.

The clip then went viral, drawing in more than 800,000 views on Instagram and over 200,000 on Twitter, scoring more than a million views in total in a mere 24 hours. Even the full-length 18-minute version drew in more than 60,000 views in its first day, providing a further PR fillip for the brand.

Berglas said: “As an Arsenal fan and the first resident magician in the Premier League - I really enjoy performing for the players. They also seem to appreciate the skill they do with their feet - us magicians do with our hands!”

Watch the clip at https://vimeo. com/759187711 or https://youtu.be/ wykOYOh60iU.

Twinkl, Twinkl, little star

Hasbro has inked a deal with teaching resource platform Twinkl that will see Play-Dohinspired lessons being put together for teaachers and parents.

The first three resources from Play-Doh are now available on the platform, the home of ‘teacher-created planning and assessment materials and teaching resources’, with three free items, covering maths, English and well-being available. More are like to follow in the coming months.

A Play-Doh Imagination Certificate is also available on the site, to further celebrate and encourage imagination at school and home.