Meccano is one of those fantastic, evergreen brands that seems to have been around for always. It’s loved by engineers, architects and enthusiasts, as much as it is by children.
Our brief was to reconnect the brand with UK retailers and consumers via the press. We leveraged the new UK managing director in the media as a go-to spokesperson for comment on the toy industry, consumer trends and the importance of learning through play. At the same time, we set up consumer sampling, competitions, giveaways and released regular news about special projects, new product and Meccano events.
We also recognised the need to reinvent Meccano as a toy of and for today’s children. So we thought long and hard about brand synergies. It was important to get product into the hands of kids, so the Scout Association was the perfect partner.
Our campaign ‘Building Britain with Meccano’ involved a 12 month partnership with the Scouts. We created a Meccano Badge for Cubs and Beavers, designing, writing and producing activity books. We placed editorial in newsletters aimed at leaders, encouraging them to get their groups to take part in the competition. This stimulated coverage in local and regional press for both brands.
The competition culminated in a grand final held at an annual gathering of Cubs and Beavers, with one lucky pack winning lots of Meccano goodies. A great exercise in brand building!
Our media partnerships included various TV shows, such as James May’s ‘Toy Stories’, and we achieved great traction for the brand prior to its sale to US toy giant Spinmaster.