Smiggle Rules

Posted by Jane Toohey on 13 April 2011 | 0 Comments

Tags: Brand, integrated branding

In anticipation of a trip to the Westfield shopping centre my daughter quickly gathers up all her pocket money and sifts through her mounds of Smiggle stationery and accessories to decide what she’ll buy this week at the Smiggle store. Not another matching set of rubber, pencil, electric sharpener, water bottle etc etc!! She only has the entire range in purple and blue and now wants the collection in flourescent green....

Smiggle is one of Australia’s hottest ‘tween’ focused stationery brands, born in 2003 with just one store in South Yarra, Melbourne. Smiggle grew amazingly quickly by creating an extremely loyal following of highly persuasive children with busy Mum’s needing to get the family shopping done and keep the kids happy at the same time. Smiggle now has stores across Australia and the brand even extends into Australia Post stores and internationally to New Zealand, with Singapore planned for 2011.

This company understands the concept of integrated branding. Not only is the product range very desirable for kids from 3 yrs right up to 15, but Smiggle has a highly engaging marketing campaign involving their interactive content rich website, a facebook page with nearly 250,000 fans, an interactive rewards program, Smiggle TV, Smiggle Blogs, Smiggle Skins, Smiggle wallpapers, Smiggle games.

Smiggle knows how to create loyal followers and keep them interested and mostly importantly, buying! What do you love so much about Smiggle I ask my daughter...

“I love all the different colours and shapes, it’s fun and when you have one piece, you want to collect more, they match and it’s fun comparing what I have with my friends, it’s kinda addictive Mum”.

Don’t I know it!!