HTI Group has marked the "biggest consumer launch in the company's history," with a heavyweight and multi-channel campaign for its new Micro Motorz line.
The launch of the new Teamsterz line encompasses not only TV advertising, PR and a large scale consumer sampling event, but also a special collaboration with the TV and YouTube star Yianni Charalambuos.
The children's celebrity will be the face of the brand launch this Saturday, February 16th at a special event held at Westfield Stratford where he will be on hand to meet fans. The event will include sampling for all visitors.
Charalambuos will also be supporting the campaign with videos across his social channels, with a number of influencer videos launching across the month.
Meanwhile, a new TV spot will be aired across a number of popular children's TV channels including Milkshake, Nick Jr and Disney Junior. The TV campaign will include sponsorship of Nick Junior and Nick Junior 2 during peak viewing periods.
The whole campaign is supported with a press office function as well as social campaigns across multiple platforms including YouTube pre-roll advertising.
Alison Downie, global licensing and brand director, said: “This is the biggest brand launch in HTI history and everything is in place for a dynamic, hardworking product launch which drives consumer sales and builds retailer confidence.
"With a plethora of touch points in the marketing mix including TV, influencer, sampling and PR, we’re confident that Teamsterz Micro Motorz will soon be in playgrounds and children’s bedrooms across the country.
"We’re incredibly excited by the opportunity the brand presents to the business and this heavy investment into the marketing reflects it.”