Picking an exciting trick

The idea of the “Pick-a-Trick” range by Nickelodeon was a result of a thorough research which concluded that kids love to play pranks and learn new tricks, and magic is a big high for them.

“Pick-a-Trick” merchandise, launched in India by Nickelodeon, the leading kid’s entertainment channel, in association with Simba, the leading toy maker, comprises an assortment of magic products. This range, catering to one of the most unique product categories, ie, ‘Magic’, targets kids in the age group of seven plus and has been an instant hit with them due to its unexampled play value blending with fun, humour and mind usage, thus making it a complete package.

Given that innovative learning via magic tricks can give an all together new dimension to attract kids, satiating their interest(s),  Nickelodeon decided to fill the gap which prevailed due to the dearth of quality products available in this category. It was noted that there are limited and expensive products in the organised market, and most importantly, lack of resources to learn magic from and thus emerged this unique and exciting concept of Nickelodeon’s Pick-a-Trick range.

The concept

Pick-a-Trick is a fast paced modern magic show with a difference and its overall concept is to shock and entertain. The show is hosted by Mandy, the protagonist, who makes you go ‘wow’ with his cool tricks, laugh out loud with his gags and leaves you absolutely spellbound with every action. This, therefore, emphasises the fact that the Indian audiences and kids specifically love diversity and it is not just animation based shows that excite them but also live action shows, such as ‘Pick-a-Trick’, as long as they strike the right chord.

The right partner

The important step for Nickelodeon was to search for the right partner who would ensure competitive prices for the products, premium quality, differentiated offerings and finally penetration across key markets and major retail chains. Simba Toys was an obvious choice considering their vast experience and expertise in this industry. Nickelodeon licensed the product concept and the channel logo to Simba, and with the creative and marketing support from Nickelodeon, Simba toys was all set to launch what would be one of the most exciting products in its category in the Indian market. The ‘fun’tastic product range includes 12 unique kits such as mini and super series kits, mental magic box, funny puzzlers, card and dice trick boxes among others, ranging from Rs 149 to Rs 699. The products are currently retailed through more than 500 outlets across large format stores and modern trade, and have dedicated branded display fixtures to create maximum visibility at strategic selling points.

The launch

The launch of the “Pick-a-Trick” range not only addressed the major market gap in the category, but also gave kids an astounding opportunity to touch and feel magic at affordable prices.

However, one striking issue that was yet to be addressed with the launch of the products was the development of an effective mechanism which could actually teach kids how to perform each trick. There originated the idea of an entire television show, “Pick-a-Trick”, based on the products that would not only teach kids how to perform magic, but would entertain them as well. This was a nonpareil example in the licensing and broadcasting industry wherein an entire television show was developed based on a consumer product range. The “Pick-a-Trick” magic kits were further integrated in the show to offer kids a comprehensive learning mechanism which proved to be enthralling as well.

 Marketing support

The strong marketing arm of the licensing and merchandising division of Nickelodeon further made sure that the product and show were both aggressively promoted in order to make them a high brand recall offering amongst its core consumers. From the traditional outdoors to the new age digital media, Nickelodeon made a noise on every possible platform to create awareness and excitement around its latest launch. The 360 degree marketing plan included a big bang launch with the renowned international magician Jack Magic from Singapore, which resulted in a high decibel media buzz, high frequency promo plan on the channel, print ads in trade magazines as well as leading dailies, a trick a day on www.facebook.com or nickindia for the internet savvy kids, and finally an innovative five city on ground activity with the show protagonist, Mandy, which saw an overwhelming turnout of kids in each market.

Overwhelming response

The response to all these initiatives only further accentuated the belief that the show plus the products have been an instant hit with its target group.

Capitalising on the huge success that “Pick-a-Trick” has garnered in its first phase of the launch, Nickelodeon is now all geared up for the launch of the second season of the show and also has major plans to add some more exciting SKUs to the already existing product range.

With the launch of these, Nickelodeon plans to take the art form ‘magic’ to the next level with bigger tricks, uproarious gags, hilarious pranks and illusionary magic. The distribution strategy will also take the products to the more traditional outlets thus making “Pick-a-Trick” a household name all across India within the next six months.