GP Flair has detailed the marketing campaign set to support the season three launch of Shopkins.
The campaign will encompass TV advertising, digital microsites and a retailer tour.
The major retailer tour will see Shopkins Swapkins days held in-store allowing children to swap figures and take part in fun activities.
Over 20 Club Days have been planned throughout August, September and October, which will see children participate in the Swap days, taking home gifts including posters, stickers and Shopkins Foil bags.
In addition, national parties will be held in all Hamley’s stores across the UK during the last two weeks of August, with over 500 children invited.
The parties will also boast standees, costume appearances, competitions and photographic opportunities.
A host of other activities will continue to raise awareness for the Shopkins brand including the distribution of over 400 at home Shopkins Swapkins Kits, a digital campaign spanning three months, continual print advertising plus a brand new Shopkins Unboxed YouTube channel revealing the latest toys from Shopkins season three.
“Shopkins is an incredibly important brand to us at Flair, which is why we are really ramping up the support this autumn," said Verity Groom, Shopkins brand manager.
"The Shopkins roadshow at retailers, will reach thousands of girls of the correct target age and showcase the latest season three toys to them, whilst the parties are a great opportunity to engage with children and watch them interact and play with other Shopkins fans.
"Further support such as the Swapkins kits, print advertising and digital microsites will raise more awareness throughout the year – so as you can see, it’s a very busy year for the Shopkins brand."