Flair has revealed the details of a multi-platform marketing campaign for its latest tech toy, Cupets.
The new range of cube shaped pets feature the latest technology to bring each Cupet to life through a smart device, when used in conjunction with the free app.
The line aims to combine digital gaming and augmented reality with traditional gameplay by encouraging nurturing.
Running from December through to June, the new launch campaign will feature TV advertising, girls and boys press advertorials, viral teasers, social media coverage and high profile campaigns on networking sites such as Bin Weevils.
With 50,000 downloads of the app already achieved in the first three weeks of launch, Flair believes the potential of Cupets to be huge this year.
The heavy weight TV campaign will feature on channels such as Nickelodeon and Sky One from the 16th December. The TV advertising will also be supported by a fully integrated online campaign featuring pre-launch viral teasers on YouTube and kids sites and other activity such as a four-week takeover on BinWeevils.
Further activity will see the new line feature in boys and girls titles such as Pocket World, top of the Pops and Girl Talk from January to March – set to reach 1.6 million readers aged seven to 15.
Holly Lackey, Marketing Manager, GP Flair commented: “Cupets have already launched in Italy with great success and have amassed a huge social media following.
"The planned marketing activities are designed to drum up more attention for the brand, whilst showing kids that they are fun and funky plus, as there are 12 quirky characters, kids will want to collect them all.
"With tablet sales doing so well, Cupets are great New Year’s gifts."