Bob the Builder Preps for Holiday Video
In its biggest marketing campaign yet, HIT Entertainment is hyping Bob the Builder: A Christmas to Remember with a slew of fourth-quarter promotions.
The video, which includes a guest animated appearance by Elton John, releases Sept. 30
Advertisements across Lifetime, TBS, Nickelodeon and in national magazines support in November and December. Starting in October, millions of boxes of Kix Cereal will communicate an offer to purchase the Celebrate with Bob video at a discounted price. Consumers who purchase any two Random House Bob the Builder books and the new video can send in to receive a Bob-themed toolbox set.
Meanwhile, Kraft’s Nabisco this fall introduces Bob the Builder Teddy Grahams with Bob-shaped grahams and a game on back panels. Plus, In Zone Brands’ TummyTickler juices rolls out a Bob line in the fall, as does Pez candy.
Elsewhere, the National Association of Home Builders is launching a Bob-themed campaign, Blueprints for Home Safety. The association will distribute coloring and activity books at preschools and community events hosted by its 850 affiliates. Consumers can download a Bob safety poster at www.bobthebuilder.com. In October, HIT and a yet-to-be-disclosed national retailer will sponsor a home safety campaign and distribute 500,000 Bob safety books.
