Furby toy hype leads to cutback in TV ads

Tiger Electronics UK, distributors of this year’s predicted number-one Christmas toy, the Furby, a fluffy interactive pet, has cut its television advertising slots by two weeks due to the hype that has surrounded the toy since its UK launch two weeks ago.

Tiger Electronics UK, distributors of this year’s predicted

number-one Christmas toy, the Furby, a fluffy interactive pet, has cut

its television advertising slots by two weeks due to the hype that has

surrounded the toy since its UK launch two weeks ago.



The television campaign, which begins this week, will only run for four

weeks instead of the anticipated six on GMTV, Nickelodeon and Cartoon

Network.



The surplus two weeks will now be used to promote two Tiger Electronics

games called Connections and Brain Shift.



Tim Garner, managing director at Tiger Electronics, said: ’We have cut

back on advertising because of the hype. But we would be crazy to cut

all of it because there are still some people who haven’t heard of

Furbies.’



The toy, made in the US, has been covered in every major newspaper over

the past two weeks.



There will be a total of only 350,000 Furbies entering the UK this

Christmas.



Garner said that this was because they are complicated products to

make.



Furbies will be on sale for pounds 29.99.



The TV advertising campaign was created by a US agency called Posnick

Kolker, with media buying by UK agency Griffin Bacal.



In recent years, Christmas number-one toys have included Buzz Lightyear,

the character from the film Toy Story, which was also in short supply,

and Teletubby dolls.



The Furby’s appeal is being credited to its ability to giggle, burp and

purr.



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