Bandai UK has kicked off a major marketing drive for its Dragon Ball toy line, with TV, a touring experience, digital and retail activities planned over the coming months.
The push falls alongside new programming for the hit anime series on kids’ channel Pop!, with a three-month sponsorship, alongside wider TV and cinema advertising.
The company launched its new range of Dragon Ball Super action and collectable figures in January – a first for licensed toys of the franchise made available in the UK for the kids and toy market – and is gearing up for the Q2 period.
An immersive, experiential Dragon Ball zone has been created for fans of the show and will be touring retail parks across the country for four weeks throughout March. Once inside, fans can enjoy a range of activities, including Playstation booths to play the Dragon Ball video game, Japanese billiards, a wind machine where the object is to collect Dragon Balls, and a chance to spin the wheel for a chance to win Dragon Ball prizes.
An extensive campaign with popular gaming and family influencers, and regionalized media relations outreach has been implemented to amplify and support event communications.
“Dragon Ball is a global priority for us this year,” says Kirsty Mackenzie, Head of Marketing, Bandai UK.
“We’ve had lots of success with the brand within the collector’s market and now feels the right time to develop and introduce a range to the mass market. Since January we’ve seen a fantastic reaction with the product performing well and support for the brand growing at retail.
“The latest Dragon Ball Super TV series is the number one boys’ programme on POP, and last year’s Dragon Ball film was a massive success. We’re seeing a new generation of Dragon Ball enthusiasts in addition to the existing retro and nostalgia fans and have a glut of plans to ensure we’re reaching all of them.”
In addition to the events, a robust mixed-media marketing programme is set to kick off for spring. Widespread TV and cinema advertising will be backed by digital and social media campaigns, cross-promotional material within Bandai Namco’s Dragon Ball Kakarot game, and costume character visits at retail.