Leeds' Lucre tapped by international toymaker

Charlie Spargo's picture
Tamarind Wilson-Flint with her children

The Lucre Group, the creative agency with offices in Leeds and London, has been chosen to manage the brand portfolio of leading global toy manufacturers TOMY.

The Japanese toymaker recently launched its newest toy line for children aged four to seven - Ritzy Rollersz featuring collectible, vehicle-based characters on wheels. Following the launch, TOMY appointed The Lucre Group to oversee both digital and traditional media.

Lucre will be TOMY's UK agency of choice. Its responsibilities will include PR, social media management, influencer outreach, events, experiential and content creation, and seeding.

As part of the Ritzy Rollerz launch, Lucre will also lead a multimedia takeover of TV, magazine and digital channels. It will be visible on childrens' content sharing app PopJam as well as YouTube, where fans can explore the world of the characters.

Tara Johnson, TOMY Head of Global Brands EMEA, said: “Lucre really impressed us with their insightful and strategic approach whilst coming up with great creative ideas.

"It is an exciting time right now for TOMY, with lots of new brands launching this year, as well as seeing growth in our core business, so The Lucre Group will be a vital partner in helping us to effectively promote our products via both traditional press and digitally.”

Tamarind Wilson-Flint (above, with 'toy testers' Fletcher and Farrah), Lucre Co-founder and Director said: “It’s like Christmas has come early in our office following our TOMY win. As a leading player in the toys and games industry, the company has so many fantastic products.

"From the well-known brands and to NPD which will really change the face of the industry, the whole team is delighted to be part of the TOMY family at such an exciting time."

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