Ferrero, Discovery join hands to launch Kinder Joy Natoons collection
Kinder Joy and Discovery Channel have set out on a journey to educate kids about the wild through their ‘Learning about Animals’ initiative.
14 Jul 2022 | By Aultrin Vijay
Kinder Joy, a confectionery brand of Ferrero, one of the world’s leading manufacturers of sweet-packaged products, has announced its portfolio expansion in India with the launch of Kinder Joy ‘Natoons' emphasising on the purpose of learning about animals for kids.
With an aim to strengthen its purpose, Kinder Joy has joined hands with Discovery Channel, a brand with a strong commitment to conservation and protection of wildlife. The collection will showcase life-like toy figures of animals such as Moorish idol, whale, killer whale, tortoise, macaw yellow, macaw blue, toucan, turtle, porcupine, armadillo, seal, and basilisk.
“Backed by an integrated marketing approach and bespoke content from Discovery’s vast library of content, the partnership will be promoted through multiple touchpoints across both partner’s platforms that immerse consumers in the world of animals,” the company stated in a press note shared with WhatPackaging?.
Discovery-branded Kinder Joy Natoons will be available in India and supported by a consumer engagement programme that will highlight the promotion’s key values. To ensure consumer participation, contests will also be hosted to deliver a compelling and an enriching experience to kids.
Additionally, Natoons will also be a part of the “phygital” experience through the AR feature on the free Applaydu app, developed by Kinder. Specifically, designed Natoons point-of-sale (POS) material will be visible at retail outlets to create awareness and drive penetration. “The Applaydu app QR code on the POS material will assist in driving digital integration, allowing shoppers to bring the toys to life in store and generate excitement at the point of purchase,” the release stated.
Amedeo Aragona, regional marketing manager Indian subcontinent – Kinder Brands, Ferrero, said, “Playtime is vital to children’s growth and development, and we understand that children learn through play. The new Natoons range is another step in nurturing their imagination and creativity and is designed to deliver learning opportunities through fun, engaging content. We truly believe that the Applaydu app’s augmented reality feature will bring the Natoons collection to life and further enhance the learning experience.”
Sharing his thoughts on the association, Ian Woods, SVP, international consumer products, Warner Bros Discovery said, “We are thrilled to partner with Kinder Joy to provide families across India with an exciting collaboration spanning across multiple touchpoints. Working closely with our local marketing and content production teams we are thrilled to be bringing new experiences to our audiences that not only enlighten, but also leave them inspired to learn more. Our partnership with Ferrero really allows kids to learn more about their local wildlife and make them aware of the world around them.”
Kinder Joy Natoons has been introduced pan India and is priced at Rs 45. It will be available across all leading retail outlets, including modern trade and traditional stores pan India. Along with this, consumers will be able to buy the product on eCommerce platforms.
With Kinder Joy Natoons, the company is taking a step forward towards strengthening its presence in the Indian market, which is driven by the trust and love of consumers for Kinder products. According to the company, Natoons will be manufactured at its factory in Baramati, Pune.