Interplay is aiming to give its myStyle brand a push with increased marketing support throughout the autumn.
The firm is about to begin a round of TV advertising, and is also teaming up with a number of girls' magazines for a four-month campaign of half-page ads.
Kicking off this month, the ads will aim to drive girls online, while also highlighting the creative nature of the myStyle brand.
In total, a target audience of over two million seven to 12 year-old girls will be reached during the print campaign. This coincides with both onscreen advertising and online activity, which will include a branded competition site, PR, giveaways and sponsorships, all taking place during the pre-Christmas period.
"Our myStyle collection is proving hugely popular with girls 8+ and informing them of the new projects on offer is the ultimate aim of our marketing strategy," said Ross Ainsworth, MD at Interplay. "We have found a combination of TV and print is the perfect way to do this."
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