Target is the exclusive U.S. retail partner for a line of new products licensed from Netflix's animated children's series Beat Bugs.
The line rolled out in July with products ranging from toys and books to backpacks and DVDs. In stores, toys from the line are stocked on a dedicated endcap outfitted with signage employing an "only at [Target]" message. A July 30 circular feature, a display ad and promotional page on target.com, display ads on websites including chicagotribune.com, multiple updates on Beat Bugs' Facebook page, and a video on the series' YouTube channel supports. (See video below.)
The mass merchant also enlisted mom bloggers to promote the launch and run their own social media sweepstakes. Though rules and prizes varied by blog, the Blogging' Mamas network hosted a #BeatBugs "Twitter party" awarding various Netflix and Target gift cards and Beat Bugs toys. Consumers entered by following Beat Bugs, Bloggin' Mamas and blog founder Heather Lopez and posting a Twitter update using the #BeatBugs hashtag on July 20.
Though Target tells consumers they can "only find the Beat Bugs at Target," licensed toys and other merchandise also are available on walmart.com and Amazon.com. Globally, the collection also hit Tesco stores this month.