Comprehensive launch campaign to include ‘Thunderbirds Are Go’ installation in Harrods’ iconic Toy Kingdom running September 26 - October 23 throughout the U.K.
LONDON -- ITV Studios Global Entertainment has announced the late October U.K. release of its second series of Thunderbirds Are Go. ITVS GE will be executing a comprehensive launch campaign across events, retail promotions and new product launches. To celebrate the launch, ITVS GE will host a world premier screening for Thunderbirds Are Go at BAFTA, London on Saturday, October 1st. The event will include a Q&A session with a selection of the show’s voice cast in addition to activities for children, and the first chance to meet Virgil Tracy in person.
The new season of 26 x 22 minute episodes is set to premiere on ITV and CITV channels and will see the introduction of a new villain character, a physically imposing “anti-Brains” who calls himself “The Mechanic.” He builds terrifying machines, massive in scope, and brings chaos to International Rescue throughout series two. To introduce the new character and build excitement for the next series, ITVS GE has been carefully teasing assets to fans across social media including images and exclusive trailers.
“The response to the first season of Thunderbirds Are Go has been fantastic. Kids love the show’s compelling action packed storylines while parents have been drawn to its balance between the new and classic TV show,” commented Trudi Hayward, SVP Head of Global Merchandise at ITVS GE. “We’re now delighted to be offering fans brand new content and unveiling the latest instalment in the Tracy Brother’s adventures. With such a fantastic line up of activity planned to celebrate the second series launch, the next chapter of Thunderbirds Are Go is going to be hard to miss!”
ITVS GE is working with one of the UK’s leading department stores, Harrods, to create a dedicated Thunderbirds Are Go installation in its iconic Toy Kingdom from September 26th until October 23rd. The event will be centered around a re-creation of the Thunderbird 2 runway from Tracy Island and key product ranges will be showcased including toys from Vivid Imaginations and Spin Master in addition to vehicle cushions from High Resolution Design. The area will also have eye-catching POS and screens with trailers for the second season.
ITVS GE has also partnered with Rainbow Productions for the first Thunderbirds Are Go costume character. During October, the Virgil Tracy costume will be opening three new Smyths Toys Superstores in Longbridge, Bradford and Crawley. During the week of the show’s launch, toy retailer The Entertainer will be hosting meet and greets with Virgil Tracy at six key stores across the U.K. including Kingston-upon-Thames, Westfield London, Westfield Stratford City, Bluewater Shopping Centre, Merry Hill Shopping Centre and Bullring Birmingham. The Entertainer will also run a competition online and on their social media channels during October half term to promote the launch.
In Argos’s upcoming Christmas gift guide, ITVS GE will run an exclusive gift-with-purchase offer to support the Thunderbirds Are Go toy lines that will be featured in the guide.
The licensing program for Thunderbirds Are Go continues to expand and now has over 90 partners worldwide across all key categories that are benefiting from increased multi-platform brand exposure. In the UK, toys continue to perform particularly well and master toy licensee Vivid Imaginations recently added new SKUs to its range including a Kayo action figure and FAB 1 Vehicle and Spin Master will soon launch its Air Hogs RC Thunderbird 2 and a Meccano TB3. This autumn/winter will also see a number of cross-category product launches including new activity books from Simon & Schuster, new baking kit from Symingtons, kids watches from London Europe Group, homewares from World’s Apart, and new confectionery from Beacon Confectionery.
Source: ITV Studios Global Entertainment