A stand was developed with an obstacle course comprising 5 challenges: Shark (Water), Hawk (Air), Axel (Speed), King (Strength) and the ATOM challenge. All challenges were aimed to educate boys about the characters within the show, focusing on their skills and inviting them, through completion of the challenges, to become part of the team. Five shopping centres nationwide were chosen for maximum exposure and visibility. Boys were recruited onto the stand via promotional staff, they then faced the challenges. Upon completion they had their photo taken with Axel and were handed a goodie bag.

CLIENT: Action Man is now back in the top 10 Action Figures with sales figures of £2 million (source NPD YTD Dec ‘05). A.T.O.M on TV (GMTV & Jetix) has reached a cumulative audience of 1,728,153 since launch in Sept ‘05. CUSTOMER feedback was that brand experience was a unique way to support the re-launch of a toy product with over 6,500 consumers taking part in the experience.‘The Metro Centre has never had anything like this here for kids – it’s a great way to present a product’‘I have never seen anything like this – this is great’