'What's Under the Shell' campaign kicks off this month and includes TV, PR and experiential activity.

Flair reveals new marketing blitz for Teenage Mutant Ninja Turtles

GP Flair has revealed details of a new marketing push for its Teenage Mutant Ninja Turtles line – entitled ‘What’s Under the Shell’.

Kicking off this month, the campaign will include TV advertising, alongside PR and experiential activity.

It will be underpinned by a dedicated website, hosting product information on the toy range and featuring video content. Branded postcards, each with a unique code, will drive kids to the site for the chance to redeem prizes – these include the chance to win a visit from the Turtles and the Shellraiser vehicle to their school and Flair’s play-sets and figures.

The postcards will be distributed in key boys’ press, as well as via retailers including smaller independents and nationwide.

A tour will begin in London on November 9th, with the Turtles visiting reatilers including Smyths, The Entertainer and Toys R Us. The tour will then travel to the North of England on November 16th and to Dublin on November 23rd.

"With Christmas right around the corner, now is the perfect time to unleash the Turtles across the country and kick off our ‘What’s Under the Shell’ campaign," said Mercedes Perez Munoz, product manager at GP Flair. "The experiential elements will heighten brand awareness and encourage hype through social media and the postcard mechanic will generate word of mouth and drive consumers online to engage with the brand.

"With such a great prize on offer, we hope that everyone will be racing to check if they have a winning code."

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