The company has appointed PR, marketing and digital agency Norton PR to spearhead a campaign designed to target fans and collectors at launch plus a mass market consumer initiative to drive sales in the run up to Christmas.

With detailed, aspirational and high-quality collectable items hiding behind each of the calendar doors, the all-new products have been carefully designed to appeal to both dedicated fans from the Sci Fi and Music genres out of season plus have huge mass market appeal in the run up to Christmas. With a growing trend in the market for calendars that break with the traditional chocolate and sweet treat tradition to offer so much more by way of lifetime appeal, each calendar can also be used as a unique storage and display unit long after Christmas is over, and keep single-use packaging to a minimum. 

Its inaugural collection features three iconic licensed calendars: Doctor Who, Star Trek and The Beatles. Designed with fans and collectors in mind, the aspirational new additions all incorporate collector quality gifts inspired by these heritage brands, which are adored by fans across the world. Fans of the fab four can take a trip down Penny Lane and enjoy the countdown to Christmas with The Beatles Advent Calendar designed in a four-tray format within an outer shell featuring iconic Beatles artwork. Each ‘tray’ is illustrated with a stylized image of John, George, Paul or Ringo on its outer edge and contains a whole host of Beatles-inspired collectable gifts. Star Trek continues to delight and entertain fans across the world and followers of Gene Roddenberry’s intergalactic cinematic creation have a whole host of merchandise and collectables to discover in the Star Trek Advent Calendar. 

“Norton PR has extensive experience in working with licensed products and a dedicated collector fan base through their work with numerous brands including Warner Bros. Consumer Products, LEGO, Airfix and Thunderbirds,” comments Alex Neal, Managing Director – Ecommerce & Brands at Eaglemoss. “Their consumer insight and creative thinking around how we can best promote the calendars to drive retail sales both in and out of the traditional festive season will provide us with the platform we need to launch into an exciting new market for 2021.”

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