Dogmatix: A Small Dog With Big Potential
Since October 2020, Super RTL has owned the German-language marketing rights to the popular comic brand “Asterix” as well as to Dogmatix (German: Idefix), the popular Gauls’ little dog. The channel is now launching a Dogmatix offensive featuring a highlight week on TV, online games, a prize giveaway campaign, a high-profile appearance at this year’s “Toggo Tour,” and new merchandising items.
He may be small, but he’s also clever and brave: Dogmatix, the adorable dog from the Asterix comic universe, is just as popular as the two famous Gauls he has faithfully accompanied on their adventures. The children’s channel Super RTL had acquired the German-language marketing rights to Dogmatix and the “Asterix” brand from the French publisher Editions Albert René in October 2020. Now the Cologne-based broadcaster is kicking off the summer with an “Idefix offensive.” Starting tomorrow, Idefix will get an extra-large stage on linear TV as part of a highlight week. Online games, a prize giveaway campaign, a high-profile appearance on this year’s “Toggo Tour” and lots of new merchandising items round out the visibility push. The aim is to bring Idefix to life for old and new fans across all channels while also refreshing the popular brand and giving it a boost.
The Idefix highlight week runs from June 4 to 10 in Super RTL’s linear programming. It includes all episodes of the animated series “Dogmatix and the Indomitables,” which focuses entirely on Dogmatix and tells his back story. First broadcast in fall 2021, the episodes of the first season are also available online at toggo.de, in the Toggo app, and on RTL+. Fans can also get active themselves on toggo.de and join Dogmatix in outwitting Romans or collecting bones: Two fun games are already available. Starting tomorrow, the highlight week will be accompanied by a prize giveaway campaign to attract even more attention. Under the heading “Find the golden bone,” the aim is to discover a QR code that leads to a secret website with Dogmatix surprises. The search can be conducted during the TV broadcast and on Super RTL’s digital platforms, as well as in real life, because the code will also be hidden at the first four stops of the “Toggo Tour” 2022 between now and the beginning of July.
At the “Toggo Tour” events, little fans can finally meet their beloved characters in person again and burn off excess energy in action-packed games in a number of themed worlds. From tomorrow until September 25, Super RTL is bringing the children’s festival to a total of ten German cities, featuring a six-meter (18-foot) high Dogmatix figure as a real eye-catcher. Kids will also get the chance to take a picture with the famous dog at a selfie station, and meet the characters from the Dogmatix series in a fun tossing game.
And for anyone who doesn’t just want to meet Dogmatix, but wants to take him home as well, there is plenty to look forward to in the fall, when a wealth of new merchandising items will be released by such well-known partners as Ravensburger, Happy People, Herding, and Universal Music. Dogmatix comics from Egmont Verlag have been available since March. All of this is made possible by the Super RTL Licensing agency, which represents the Idefix (Dogmatix) brand in German-speaking countries and is working hard to fully exploit the huge potential of the brand. Whether on TV, online, at live events, or on supermarket shelves, Idefix will be represented everywhere in the future. This will help shorten the wait for the second season of “Dogmatix and the Indomitables,” scheduled to air on Super RTL starting in 2024.