July 2024 was a successful month for Funrise, with sales for the month up +29% whilst the overall toy market was down -2%, according to data from Circana.
Funrise has reported that its sales and marketing efforts have proved fruitful this year, as it finished three consecutive months of growth in May, June and July, resulting in the company ranking in the top 50 suppliers in Circana.
As the Outdoor season comes to a close, Gazillion Bubbles has performed incredibly well, with the Standard 2-litre and Giant 2-litre solutions ranking as the No. 1 and No. 2 bubble solution items in the Circana bubble subclass year to date (after own brand). This is the fourth consecutive month that these products have performed strongly and continued to top the subclass item rankings. The bubble solutions have remained the No. 1 bubble item on Amazon since April.
To celebrate 20 years of the Gazillion brand, this spring saw Gazillion Bubbles arrive pitch-side with a nine-game advertising campaign at major premier league fixtures. Each match was televised live on either Sky Sports or TNT Sports, placing the Gazillion brand in front of millions of viewers to deliver strong brand building and exposure. Results show the campaign helped to raise the awareness, profile and exposure of the Gazillion among football fans, especially with families dual viewing live TV games at home with their children.
With Circana data now capturing the entire first half of the year, Funrise has also climbed up the vehicle super category list and is now the No. 7 supplier with +66% growth.
“Our TMNT Sewer Shredders pull-back item is the No. 2 item in the pull back vehicles subclass, which is contributing to our growth in the super category,” says Mayur Pattni, Marketing manager, Europe, at Funrise. “With [Tales of the Teenage Mutant Ninja Turtles] now streaming on Paramount Plus, we have a lot of opportunities in our TMNT range for retailers. We also have a great die-cast 3-pack line within our CAT range that is performing really well alongside our Mini Crew 2 Pack item.”
Mayur added: “Fart Ninjas range is also performing very well in existing retailers and in new retail partners we’ve recently onboarded, which is also contributing to our growth.”
Funrise is gearing up for the launch of its much-anticipated Furlings interactive plush this month. “Our goal is to establish Furlings as a Top 50 toy for the months of October and November, following our marketing launch in September,” explained Mayur. We have invested in a massive media campaign (starting from October payday) as well as Disney+ advertising which puts us in front of kids and families right as new content is released and demand for holiday films soars. Our timing means we can ride the wave created by Moana 2: the film is slated for release on November 27th. We also have robust influencer activity in the mix with YouTube and TikTok shorts, as well as a bold out-of-home campaign to deliver a multi-touch-point campaign.”
Readers can find out more about how Funrise is upping its marketing efforts across all brands in Toy World’s exclusive interview with Mayur, which appeared in the August issue.
Find out more about Funrise's Teenage Mutant Ninja Turtles product line at https://teenagemutantninjaturtles.funrise.com
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Originally published: August 15, 2024.
Original source: Toy World.
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