Hasbro has earmarked US$5 million in advertising and promotional spending for its Tonka brand in 1996, including a major push this fall in support of Tonka Tales, a made-for-video children’s series released through ABC Video.
The series, which uses live-action footage to tell the story of children’s fascination with construction equipment, will be backed by a giveaway promotion and special inserts packed with Playskool’s Cool Toys line to announce the video release.
A broadcast advertising campaign begins in September with 30-second dealer-tagged spots to air on USA Network, Nickelodeon and ABC Network affiliates. Radio commercials will air on Radio Aahs! throughout November.
Also, ABC Video has developed a point-of-purchase program including a 12-piece counter and 24- and 48-piece floor displays.