The first ever Ministry of Defence endorsed range of toys were officially launched at RAF Northolt on VE day, Friday 8 May 2009..
Evolution teamed up with the Character Options marketing team and the Ministry of Defence for one of the biggest toy launches the industry had seen in years.
This well planned and executed launch resulted in no fewer than 22 national print features reaching 24.5million copies and presented over 72 million opportunities to view, together with web reports.
There were also 25 regional newspaper features, many of these too including web reports.
In addition, 19 TV and radio reports, many repeated throughout the day, ensured blanket coverage, with extra web coverage too! It is estimated that the TV coverage alone reached over 6 million viewers.
Millions of page impressions were attracted by 40 web reports, which included home pages for yahoo and ABC!
Finally, Evolution arranged 8 competition features in the Boys’ and Youth press and the military press carried 12 full page features.
