Hero product: VTech

The Kidicreative range is VTech?s best seller, thanks in the main to the success of the Kidizoom digital camera. A follow-up product, Kidizoom Pro, features many enhancements and a more grown-up appeal?..
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VTech’s Kidicreative range is 353 per cent up (Source: NPD June 2009 YTD) thanks to Kidizoom. Now looking to broaden the market VTech is launching Kidizoom Pro – a multimedia digital camera for older children aged five years and over.

Kidizoom Pro is a two mega pixel camera with 2x digital zoom and built-in flash. It features the same dual viewfinder, colour screen and durable child-friendly design as Kidizoom but with a more grown-up look and feel. Kids will also love the added MP3 player and enhanced photo morphing effects.

They can edit and enhance their photos with over 30 built-in fun effects, stamps and borders, on the camera itself or using the photo editing software supplied.

idizoom Pro also features video taking and five built-in games, with an instant dial selector making it quick and easy to change between the features. There is 256 MB of built-in storage, as well as an SD card slot for memory expansion.

Sponsorship
Sponsorship activity is planned from September giving kids the chance to win a Kidizoom Pro. The activity is designed to generate excitement regarding the launch of Kidizoom Pro and highlight its fun features. A 30-second competition spot running across Nick Toons, Toonsters, Nick Jr and Nick Jr 2 will drive viewers to a dedicated microsite on nick.co.uk.

The campaign will encourage the core target of four to eight year olds to have fun trying out Kidizoom Pro’s unique photo morphing features online, with the best distorted faces being seen on special Kidizoom Pro sponsorship bumpers running on Nick Toons. The activity will run for seven weeks and during this time over one million children aged four to eight will be exposed to Kidizoom Pro.

PR
Early product samples were specially couriered to offer top journalists (across both national broadcast and print) an exclusive preview of the product’s unique capabilities. National coverage has already appeared on the Sun Online (reaching over 20 million) and on Fun Kids Live Radio (reaching 113,000). Coverage will also appear on BBC2’s Something For The Weekend, the Channel 4’s Gadget Show, Channel 4 Wales and on Kidsoup TV in August, as well as numerous national newspapers.

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