GP Flair is using TV, events, online and school sampling for the launch of its new creative play brand Skwooshi.
The launch campaign will run from September to November, with a TV campaign delivering 300 new TVRs on channels including CITV, Disney Junior and Boomerang.
This will be backed by an online takeover on UKMums.tv and a mini Twitter event taking place on Thursday September 19th.
Skwooshi samples will also land in 200 schools in activity packs which give pupils aged between four and seven the chance to sample the brand as well as enter a competition to win £100 worth of Skwooshi for their school.
Finally, a Skwooshi Retailer Roadshow consisting of product demonstrations, sampling and in-store competitions will be at participating The Entertainer and Smyths stores from September 28th.
"Skwooshi has been absolutely loved by everyone that has seen it and the planned marketing activity is designed to drum up more attention for the brand, whilst encouraging children to be creative with Skwooshi," said Imma Lazzari, product manager at GP Flair.
Skwooshi is a new compound which comes in 10 different colours and stretches, molds, and shapes into different details with no mess.