BILLED AS a teddy bear for the 21st century, iTeddy appeals to both boys and girls aged three and upwards.
It comes with video play and audio storytelling capability, coupled with a music player and photo storage - all embedded within the toy's tummy. Additional content can be downloaded from the iTeddy website, including characters such as The Owl and Little Princess. Further licensing deals are currently in the works.
An iTeddy TV ad was created to demonstrate the toy's USPs and incorporates a catchy jingle. A TV campaign with 520 TVRs airing on Five, Nickelodeon, Jetix, Cartoon Network and CITV4 is also planned for autumn/winter 2008.
A nationwide media relations campaign was rolled out by Vivid's PR agency, Norton & Co, to communicate iTeddy across national, regional and parenting titles, both print and online. The drive kicked off back in January at Toy Fair, with Hakim appearing with Peter Jones, generating a large amount of press interest.
Following this was its selection in the TRA's Techzone Top 12 and The Entertainer's online top ten toys for Christmas. It has also won a Toy Wishes All Star Award for innovation and technology in the US among other accolades.
A consumer friendly website - www.iteddy.com - was launched in the summer, including free download content, an online shop, tutorials and various ways of customising iTeddy.