Teddies, talent and modern poetry…
That’s what we brought together in a recent toy launch.
And here’s why.
Today’s teddies are full of innovation; the industry term for them is ‘Special Feature Plush’.
It’s a highly competitive category: you need to cut through to stand out.
So, when Moose Toys briefed us to launch Thready Bear (its new interactive teddy with 70+ reactions) we knew a fabulously creative campaign was required.
Enter Michael Rosen as our talent…
Award-winning former Children’s Laureate and author of We’re Going on a Bear Hunt, Michael Rosen is a household name.
His storytelling is renowned – attracting thousands of views regularly on YouTube.
A tale about Thready, with him reading it, now that’s something special…
The result: Michael wrote a special bedtime story and then performed it to camera, holding the toy in his arms.
And true to his storytelling prowess, he used rhythm and rhyme to set the pace.
His story explored an arc of themes (friendship, adventure) as the main character, Aysha, went on a journey with Thready.
Fresh and exclusive, it aims to engage today’s parents and kids.
Live on his YouTube channel, it seems to be working!
Moose is also seeing successful engagement with cut downs of the video across META and TikTok. So far, reach is 148.8k+, with 26.8k video views, and more than 1,500 link clicks (and rising by the day).
From TV stuntmen and adventurers to Bake Off stars and comedy royalty, check out our other collabs and partnerships with a difference here.