Billed as the only magical fairy that really flies, Flutterbye Flying Fairy responds to hand movements to gently float through the air.
The toy – priced at £34.99 – launches from its display and charging stand, and Spin Master says it’s easy to control.
To demonstrate the ‘magic’ of a fairy flying, Spin Master will run a high impact TV campaign from September to Christmas.
In the run up to Christmas, in-store demonstrations will take place in toy retailers to support the TV ad.
Select mummy bloggers and celebrity children will have the chance to own a Fairy before anyone else in the UK.
The www.flutterbye.com website will include a Fairy Training video to show girls how to fly, play a game and more.
As well as a digital media campaign, Flutterbye Flying Fairy will also appear on social media sites.
Spin Master will also be running competitions in popular girls titles aimed at girls aged six to nine years old.