Character Options is preparing celebrations for the launch of season two of The Zelfs collectables with a Hunt for the Rare Ruby Zelf campaign.
With only 1,000 exclusive figures available the campaign will echo last season’s Zelfs Miss Clover campaign.
Inspired by the ultra rare character’s deep red colouring, the campaign kicked off in the week of Valentine’s Day and includes a press campaign set to reach a total of 726,000 children and parents.
The campaign will extend its reach through retail activity and social media influence via Facebook and Twitter.
Redemption forms are now available online and will be seeded through selected retailers in the upcoming weeks.
Andrea Smith, character Options brand manager, said: "Our Miss Ruby campaign will complement the heavyweight spring TV schedule, which will be delivering 150 TVRs over the coming months.
"Zelfs have already become one of the most favourite collectables for girls and there is no doubt that fans will want to get their hands on an exclusive one.
"In addition to the redemption campaign we have also hidden some in the collector’s tins, which will create some Zelftastic surprises for anyone that is lucky enough to find her.”