Tomy is preparing for the launch of its Guitar Rockstar line with a number of marketing initiatives, including a Guitar Rockstar Idol air-guitar competition and a unique promotion with ToyNews.

Tomy has linked up exclusively with ToyNews to offer members of the toy trade the chance to win two tickets, plus accommodation to the Big Top weekend at Newquay from July 18th-20th.

To win all you have to is show us your best air guitar moves. Go to www.facebook.com and join the group called Tomy’s Guitar Rockstars where you can post footage of yourself throwing your best air guitar shapes. The competition will be judged by Tomy and ToyNews. To enter click here. The winner will be selected on 7th July2008, so get your videos in quick!

Guitar Rockstar comes in the form of a headstock with a number of preset rock classics to play along to, plus a Free Play option. The body and strings are replaced by an infra-red beam which activates the strumming action when it is interrupted.

The firm aims to sell more than 200,000 units of the air guitar gadget across Europe in year one. Having been launched to the trade at Toy Fair, it hits shops in July and will be backed by TV advertising, online at www.guitarrockstar.eu, in-store POS and sponsorship of the Big Top Weekend music festival in Newquay.

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A second wave of TV advertising will hit in November.

Central to the promotion is the Guitar Rockstar Idol consumer competition which will run from July18th-September 27th. To win, entrants post videos of themselves on the dedicated website performing air guitar moves. There are four age categories – Under 16s, 17-29, 30-plus and groups.

The top ones in each category will go up against each other and the overall winner picked by a judging panel. The winner gets a ‘Rockstar Outfit’, including a private limo, backstage passes to a gig and a private party for 20 friends.

Competition sponsorship by MTV and TV advertising will drive consumers to the site.