Celebrating the upcoming release of Real FX, selected media were treated to an exclusive demo session of the new set last week, gaining an insight into the products development from Dr Graeme Taylor of Wow! Labs.
The PR press tour targeting tech, lifestyle, kids and motoring journalists forms part of heavyweight launch activity around Real FX, which includes a digital and television campaign that kicks off today.
Featuring in The Metro, Sunday Times and prompting positive responses on the Pistonheads online review forum among others, the firm reports that the kit was well received by all the press visited with further coverage planned to hit over the next few weeks.
The launch will also see a third party initiative placed through the Sunday Times Driving in conjunction with Honda Racing BTCC offering VIP experiences across its forthcoming race days.
"We have been overwhelmed by the response to Real FX over this last week," said Dr Taylor, following the media tour.
"To gain first hand feedback from leading journalists in their field was invaluable and having the opportunity to showcase range extensions, talk through future plans for the brand and get them racing on the track to showcase the advanced and realistic race action was something that you can only do through face to face visits."
Mary Wood, marketing director at Vivid, added: “With further social media activity planned, blogger outreach, the Hamleys Toytesters Tour, an experiential event planned plus additional product reviews scheduled across all media, Real FX has got off to a blazing start.
"With Real FX we have the unique opportunity to target a cross section of consumer and media given its cross-generational and wide age appeal and simplicity of handling. Once consumers and press experience the product hands on it sells itself. We are excited about the coming weeks and look forward to more to come on Real FX in the Autumn."