As Battle Heads play sets begin to arrive in the market, Pat Avenue is significantly ramping up its digital activity for the brand.

With two new Battle Heads play sets launching into market next week, Pat Avenue is ramping-up its digital support for the collection, with VoD activity adding to a comprehensive mix of pre-roll, bumper, influencer and webisode content.

For three weeks from 17th October, the new 30 second Battle Heads TVC will be seen across Sky Kids’ 4-9 package. At the forefront of the commercial is the all-new Attack Tower play set and the two-in-one Mothership vehicle play set, with the jaw-firing Battle Heads collectibles that launched successfully in late July also seen throughout.

Adding to this programme of activity is a heavyweight YouTube pre-roll campaign, with over 1.1m booked views across Boys 4-9 content on the platform. Short-form bumpers will follow as reminders of the original TVC and will drive further visibility for the brand deep into November.

To create added interest for views, YouTube content creators will also be producing their own imaginative, storyline-style videos. Kidfluencers will immerse themselves in the Danger Zone – the dangerous planet from which Battle Heads were born – placing the new Attack Tower and Mothership play sets at the heart of the action. Plus, several more animated webisodes are due to go live over the crucial half-term holiday period, generating additional interest in the brand across YouTube.

Carmel Wright, Marketing manager, Pat Avenue, said: “We are delighted with the progress of the Battle Heads brand. But now, with the play sets arriving in market, it’s time to ramp-up our digital activity and take it into the next phase. We have almost 3m predicted video views across all activity over the next five weeks and even more activity with parent influencers too. All of this will raise considerable awareness for the range at the key time of year and stand us in great stead for the next stage for the brand in spring.”

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