Topps Blue’s Clues brand merchandise

Integrated campaign for the UK launch of Nickelodeon’s Blue’s Clues merchandising by TOPPS Europe.

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Achieving better than expected success with its new preschool educational broadcast, Blue’s Clues, Nickelodeon needed to capitalise on the increasing volume of enquiries for merchandise and related products from parents and Early Years educationalists. With no distribution channel in place, TOPPS Europe successfully bid for the contract and, in early November, commissioned Bonfire to ensure that the merchandise could be launched in time for the peak Christmas selling period.

Taking inspiration from the TV show, we delivered the strong, vibrant and colourful visual identity across all the elements of the integrated campaign that would launch the new merchandise. This included press ads, direct mail, product catalogue, merchandising designs, and an online webshop. In order to deliver the campaign on time, we also instigated a 24-hour, two-week rota for the Bonfire team working on the project.

Launched three weeks before Christmas and advertised on TV and across a wide range of newspapers and publications, the outcomes were so successful that we were commissioned to develop a similar idea for Dora the Explorer.

This project is testament to a long-standing working relationship between Bonfire and TOPPS Europe, having enjoyed proud involvement on projects such as Star Wars, Spiderman, European Cup, Premiere League and Rugby League sticker albums and their various PoS.