Character backs food toys

Character is launching a major marketing push for its food-play products.
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Let’s Cook and Girl Gourmet are now a major part of the firm's portfolio and are added to this year with Fruit factory, Fondant Cake Bakery and sweets collections.

Character has put together a far-reaching multimedia campaign that will introduce the brands using traditional TVRs, a new website plus a print strategy that will see over 30 full page adverts in the girls’ press - presenting over five million opportunities to see.

As part of the campaign the new Let’s Cook website has been designed and will go live from the 15th of August. Here kids will be able to view product information including extended TV commercials for the entire collection and take part in a competition to be the stars of next year's TV campaign.

The Let’s Cook Stars campaign will offer kids the chance to say why they should be the next Let’s Cook Kids. Four winners will be chosen in December and will later take part in the brands 2010 TV shoot.

Catherine Portas, senior product manager of Character Options commented: "The Let’s Cook marketing strategy is truly multimedia with all portals to children being used in order to portray the products at their best. By driving everything to the new website we are able to achieve a higher saturation with the bonus of being able to offer four children the possibility of being involved in a professional shoot; an opportunity that they would not normally be presented with."

The Let’s Cook Campaign will go live from mid-August and run for over three months with TVCs and print advertisements appearing throughout that time.



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