Discount retailer TK Maxx will sell character plushies from its 2024 Christmas ad ‘Festive Farm’ to raise money for The King’s Trust.
The characters first featured in the retailer’s 2023 Christmas ad and include a farmer and his wife, and their collection of fashionable furry friends, including a beret-wearing goat, a bow tie-adorned duck, cosy-sweatered alpaca and a bobble-hatted hedgehog.
According to the retailer, the toys will be available in TK Maxx stores and online, with £2.50 from the sale of every plush going to The King’s Trust, formerly The Prince’s Trust, to help disadvantaged young people.
______________________________________________________________________________________________________
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
______________________________________________________________________________________________________
TK Maxx group director Deborah Dolce commented: “We had such a fantastic reaction to our super stylish Lil’ Goat and her fashionable friends that we’ve opened up the barn doors to see them once again. And our gorgeous plush toys mean that this year you can spoil all your loved ones for less with gifts that do good.”
The brand has partnered with the TikTok and Instagram account ‘Sylvanian Drama’ to release a three-part social content series featuring the festive furry friends.
The series will feature the animals preparing for the festive period, doing their Christmas shopping and hosting lunch on the big day.
Members of TK Maxx’s loyalty programme, Treasure, will receive an exclusive behind-the-scenes look at the making of the ad, with a special video from VFX company The Mill.
The Festive Farm campaign will launch on TV channels and social media platforms. It will also feature across out-of-home placements including light-up London bus wraps, digital out of home, Dublin tram and London taxi wraps, video-on-demand and nationwide radio.
The ad launches amid a raft of retailers releasing their festive campaigns with Aldi, Sainsbury’s and M&S among the chains debuting high-profile offerings.
