Cowabunga! Collector Event for Turtles Fans
Issue: Teenage Mutant Ninja Turtles, one of the most popular kids' entertainment brands of the 1980s, made an epic return in 2012 with a new CG-animated show on Nickelodeon and a new toy line from Playmates Toys. The show has been a continuous hit since 2012, with Playmates Toys introducing new products that are inspired by each season of the show. Coyne is continually challenged by Playmates Toys to generate awareness for the new Turtles line each year among a key audience – the collector community.
Idea: With Playmates Toys unveiling the new Turtles line at Toy Fair each year, Coyne took advantage of the assets available during this time and coordinated an intimate event for the loyal collector community. Held on the first day of the show each year, Coyne invites over 75 collectors to visit the booth during a designated period. Collectors are divided into small groups and are provided with an in-depth guided tour of the new product line by members of the Playmates Toys marketing team. During the event, collectors are given the opportunity to ask questions and take photographs of the latest products to be hitting shelves.
Impact: Coyne has been hosting the special collector event during Toy Fair for the past four years, with attendance climbing each year. In 2015, nearly 100 collectors attended the event, including influential collectors such as Pixel Dan, Comic Vine, CollectionDX and Action Figure Pics. After the event, the majority of the collectors post detailed articles with photos, highlighting the new product line. In 2015, one of the articles from a collector (Comic Vine) was also picked up by Yahoo! News.