Greeting cards expert Carte Blanche is kick-starting its move into the toy market with a £1 million marketing push.
A Disney campaign will run from July to December and the company says each girl will see it 35 times.
It will advertise the new range of Tatty Teddy & My Blue Nose Friends toys, which include the £14.99 dress-up teddy, £24.99 chatterbox toy, £34.99 portable music player and £24.99 Sleep Tight Tatty Teddy.
Carte Blanche will have daily sponsorship slots and a branded microsite, as well as creatives on Disney Junior and the Disney Channel. The main Disney campaign kicks off in July, while TV ads will run from August to December.
Ads will also run on a variety of satellite and terrestrial channels, targeting girls aged four to nine.
The Brownies website will support the toys, emails will promote the range to over 200,000 consumers and there will also be a digital campaign – complete with social media activity and an online game.
This campaign will reach over 500,000 people.
Plus, a TV animation, stage show musical and theme park attraction are all planned.
“Using the sponsorship model is a wonderful way to express the core brand values of fun and friendship, whilst being the perfect complement to our TV advertising campaign,” Carte Blanche’s director of marketing Ruth Leonard told ToyNews.
“With such wonderful generational appeal and phenomenal fan following, it was a natural step to develop the characters into a brand within toy, to extend their reach, play value and also appeal to a younger audience.”
Tatty Teddy licensees include master toy licensee Worlds Apart, Ravensburger, Alligator Books, HTI and Flair.
Other products available include the likes of prams, pushchairs, craft kits, role-play and outdoor toys to name a few.
Carte Blanche: 01243 792600