A treat for the imagination

Kinder Surprise, the kids’ confectionery line from Ferrero, is launching new limited edition Pink and Blue eggs from September. Each colour features a different popular branded toy range including: Fashion Dolls, Sprinty, Disney Princesses, Marvel, Hot Wheels and Barbie.

Kinder Surprise Pink and Blue eggs offer parents an even wider range of new and exciting toys alongside a small chocolate treat. The first limited edition eggs will contain Fashion Dolls in pink eggs for creative play and Sprinty in blue eggs, to fuel the imagination. With the other popular brands appearing at three month bursts throughout the year, shoppers will be guaranteed a branded toy when they purchase a single coloured egg.

“The introduction of Pink and Blue eggs is our biggest ever news for Kinder Surprise,” commented Levi Boorer, customer development director, Ferrero UK. “Kinder Surprise is truly iconic, and now we are looking to make it even more relevant to parents with the introduction of Pink and Blue eggs, backed by a £5.3m support package. We are confident this could unlock a significant sales opportunity for retailers, and we have developed vibrant POS to enable them to drive visibility in store and capitalise on the impulsive nature of confectionery purchases. For impulse retailers with smaller stores, we have also developed a mixed case of 48 eggs for the first time.”

The launch will benefit from a heavyweight support package including a new TV creative on air from mid-September with the strapline ‘A treat for the imagination’. In addition, a bespoke tag showing the new Pink and Blue eggs and toy brands will be shown from the end of September for seven weeks. A major outdoor poster campaign and engaging in-store support will also ensure that Kinder is visible to parents at the point of purchase.

Available from September, Kinder Surprise Pink and Blue eggs will feature Fashion Dolls and Sprinty respectively in mixed cases. The second burst will be available from February 2014, and the third from June 2014. Between bursts, white eggs will continue to be available. Single eggs have an RRP of 79p and three packs have an RRP of £2.05. Every limited edition coloured single egg will feature a branded toy, while each  three pack will contain one egg with a branded toy and two eggs with toys from the new collection of 100 Kinder Surprise toys.