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Mattel breaks BoomCo launch campaign

Toy company Mattel has begun a promotion for its BoomCo line of foam dart guns. The touring promotion, called the "Boom Tour," was developed by TrojanOne of Toronto. The promotion will travel in a branded vehicle to a series of events, festivals and skate parks in Ontario through the summer to conduct product demonstrations using an installation called the Blast Course.

"When families stop by the Blast Course they can expect an engaging experience full of action and non-stop fun," said Danielle Minard, senior manager of consumer engagement at TrojanOne. "At every stop we roll up to this summer, we're unloading extensive BoomCo blasters and thousands of Smart Stick technology darts. Kids will have the chance to participate in a one-of-a kind Blast Course that will have them challenging their strategic thinking, athleticism and of course, aim."

The initiative began at the CN Tower in Toronto this weekend. Additional stops will take place at the Canadian National Exhibition and Great Wolf Lodge in Niagara Falls in August. The Canadian launch of the BoomCo line will also include online materials on YouTube and Instagram, as well as a website at <http://www.boom-co.com>.

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