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PMS International announce major Christmas marketing campaign

Launch of new Elves Behavin’ Badly toy range has orders from UK’s biggest retailers


TOY manufacturers PMS International Group have appointed the award-winning creative agency Taylor Herring to lead a major marketing campaign for their Elves Behavin’ Badly range in the run up to Christmas.

A new range of Elf products will hit the shelves in October and many of the UK’s biggest retailers have already placed orders with PMS International – including Tesco, Morrisons, Asda, WHSmiths, Poundland and Rymans.
Elves Behavin’ Badly was a break-out toy craze in 2017 – with over 2,000,000 elves sold in the run to Christmas, making it one of the biggest selling brands of last year.
However, it’s not the first time PMS have sparked a toy trend – the company brought Fidget Spinners and Loom Bands to UK – which collectively sold more than five million units.
Following a huge response to the Elves in national media last November, rights holders PMS International are investing in a major social media and PR campaign for the cheeky brand that will include a viral video series, Facebook and Twitter promotions and a national fan photography competition.
The Elves phenomenon caught the attention of parents across the country – who participate in the overnight ritual of setting up humorous and creative elf scenes for their children to wake up to the following morning.
Taylor Herring are an award-winning agency whose credits include bestselling product lines for the likes of Star Wars, Game Of Thrones, Beano and Winnie The Pooh. This week the agency took the Grand Prix at the Drum Marketing awards for their work for Samsung.
Paul Beverley, managing director of PMS International, said: “We are thrilled that the renowned Taylor Herring will be running our Elves Behavin’ Badly Christmas 2018 campaign.
“We wanted to partner with an edgy agency who would deliver a hard-hitting and memorable campaign which will engage consumers at every level and build upon the sometimes controversial success which we have already had with the Elves.”
James Herring, managing partner of Taylor Herring, said “Elves Behavin’ Badly took social media timelines by storm last December and this major campaign will ensure that the brand is front of mind with consumers from Halloween right up to Christmas Eve.”

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