The marketing will target TV and 3.4 million kidsí magazine readers.
Interplay has concocted a new campaign to promote the latest additions to its Wild Science range.
Kicking-off with TV advertising for the existing top-sellers, the campaign will also focus on the Wild Science cosmetic kits for girls with a series of new TVCs. The cosmetic science kits 'reveal the secrets of the science' behind make-up making.
The TV advertising will run in conjunction with a print campaign.
For the girls kits there will be full-page ads in magazines Shout, Bliss and Mizz, which have a combined readership of 1.2 million.
For boys, quizzes and activities will be placed in a selection of magazines reaching 2.2 million readers. The placements will show-off kits like the Hyperlauncher Rocket Ball Factory and Weird Slime Laboratrory.
Ross Ainsworth of Interplay, said: "The new Cosmetic Science collection appeals to a girl who is keen on fashion and style, many of which read these tween and teen magazines. For this reason we decided to extend the reach of marketing to this type of media giving the campaign even more depth.
"From print they can go online and find out more, take part in competitions and watch the TVCs. This has been echoed in our boy’s campaign which again added to the TV presence with extra layers of interactive activities."