Interplay has joined forces with Sky and Freesat channel PopGirl for a four-week cross promotional campaign.
During autumn half-term, the myStyle brand will have a homepage takeover on PopGirl TV's website. In addition to this, TV 'shout outs' and website pre-rolls will aim to drive visitors to Interplay's specially created microsite. This will include a fashion competition to win myStyle kits, with an estimated 20,000 entries expected.
"We are absolutely delighted to be working with PopGirl TV," said Ross Ainsworth, MD of Interplay. "The audience of style-conscious tweens aged six to 12 years is perfect for our myStyle craft kits, and our dedicated microsite will help drive home the brand ethos of high fashion combined with superior quality.
"We look forward to the campaign being a great success."
The PopGirl TV campaign will run alongside heavyweight TV advertising, including over 280 TVRs and a print-focused drive in the girls' press.
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