Fresh from its deal to sponsor the inaugural Nickelodeon UK Kids' Choice Awards, ambitious Character Options has revealed further details of its marketing push for its new This Is Me doll collection.

According to a report in Marketing Week, the campaign has a tagline of 'There's a New Wholesome Toy on the Town' and will include TV ads, free ringtones and social networking, plus magazine promotions and a search for six real life 'Style Sisters' in conjunction with Nickelodeon.

It is thought to be the first time that a jingle from a toy range will be turned into a ringtone - which can be downloaded from www.character-online.co.uk and via text message. It will be pushed in the TV campaign, on packaging and via the website.

TV spots will also run on GMTV, Nickelodeon, Cartoon Network, Boomerang and Pop. Online activity can be found on MySpace and YouTube.

Online branding will also be at www.nick.co.uk, as well as on its own microsite, branding on all retail promotions and a presence at the Awards.