Launching a holiday campaign for toys can be challenging as the gift-buying season is often congested with dozens of new product launches, all fighting for a spot under the proverbial Christmas tree. We needed to help position the Fuzion Electron, a four-wheel sports scooter from NextSport, as one of the must-have items of the season. By targeting both potential riders (children under age 7 and under 135 pounds) and those with the purchasing power (parents), we pitched Fuzion Electron to kids as the “it” product for the next generation of scooters. For parents, the agency emphasized the product as a safer lifestyle alternative to two-wheel scooters, with a less expensive price point than most traditional “big item” holiday gifts for children.
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