Preschool property Tree Fu Tom is branching out this winter with new episodes on CBeebies and a major brand and retail campaign from FremantleMedia Kids & Family Entertainment designed to connect with British consumers across a number of platforms.
On the high street, toy retailer The Entertainer is hosting a Tree Fu Tom window display campaign, with the brand taking prime position from the end of November through to Christmas Day. In addition, Toys ‘R’ Us is offering a free magazine with every Tree Fu Tom product sale in December.
A one-month campaign across the UK’s 75 Wacky Warehouse soft play activity centers will also reach more than 100,000 parents and children in the lead up to Christmas.
Popular parenting website UKMumsTV also supported the new series launch with a week-long takeover, highlighting new episodes and featuring product competitions. The on-screen activity is being complemented at retail by a large scale campaign with recent Tree Fu Tom costume appearances at Smyths and John Lewis, and with further appearances scheduled at Toys ‘R’ Us, and Debenhams through to the 2014.
The second series/season of Tree Fu Tom launched on CBeebies in October. The channel promoted the new eps with on-air trailers and online offerings, including a presence on the CBeebies’ home page and a brand-new online game.
The new episodes averaged an 18.4% share of children four to six and ranked as the number-one show in its time slot. Peaking with an impressive 23.5% share, Tree Fu Tom performed up to 41% above CBeebies’ slot average. It was also the highest rated show in its time slot with boys four to six, with peak episodes exceeding the broadcaster’s slot average by 44%, based on 2013 YTD slot average.
The series, which has had stellar ratings in the UK since its launch last year, made its US debut on preschool net Sprout earlier this spring.