We sailed all the way to New York City to welcome to the Isle littleBits; a global award-winning technology start-up encouraging STEAM (Science, Technology, Engineering, Arts and Mathematics) learning through their innovative platform of easy-to-use electronic blocks, which allow anyone to create and prototype with electronics independent of age, gender or technical ability.

littleBits made a big splash in the Australian market, launching their hero toy, The Droid Inventor Kit, in Sydney as part of Disney’s Force Friday II – the international release date for all Star Wars’ toys ahead of the impending film release. We supported the launch of The Droid Inventor Kit at a top-secret media and blogger showing prior to an en-masse midnight reveal to the general public at an exclusive Force Friday event coordinated by Disney. Following the launch, we maintained momentum through an integrated media relations and influencer engagement program which extended right through to Christmas, ensuring the Droid was one of the hottest toys on offer in the lead up to the peak purchase period for the industry.

Reasons to celebrate:

  • Meeting R2D2 and Storm Troopers at the Disney midnight launch event.
  • Throughout the five-month campaign, 61 media hits were secured including highlight coverage on Channel 9 News and The Today Show, as well as an exclusive launch with Herald Sun and syndicated coverage in News Corp’s 2017 Christmas gift guide.
  • The Droid received compliments from personalities such as Pete Helliar, David Campbell and popular Instagrammers who drove a social media reach of well over 1.5 million.
  • Our Senior Account Executive Soph was posted in NYC, supporting the littleBits team from on the ground and easing the pain of time differences! Soph also managed to teach our Yankee friends some Aussie slang, their fave ‘Ripper’!