Initially, the ‘multi-platform’ campaign for the Wowwee toy will show-off the collectability of the Lite Sprites within the world of ‘Lite-Topia’.
The first TV commercial goes live this week, focusing on entry products the Lite Sprites, the Prisma and the Lite Wand. Subsequent TV ads will introduce Deluxe Play-sets and the Tree of Lite. The TV advertising will finish in December.
Running alongside the TV campaign will be a four-week promotion on Nickelodeon. The Lite Sprites will star in a series of special one-minute mini-episodes. Broadcast daily, the cartoons will provide a backstory to the brand and will be combined into a longer omnibus edition, which will be aired on Saturdays and Sundays.
The Lite Sprites spots will direct viewers to a Nickelodeon micro-site where girls can win the toys. An interactive demo module will show how the Lite Wand lights-up the Lite Sprites. All of the promotional content will be available through the micro-site.
Sally Plumridge from WowWee UK said: "The partnership with Nickelodeon is not just creatively excellent, but it enables us to connect with our target audience in an impactful, engaging and immediate way.
"We have a phenomenal platform for launch with truly magical and engaging content that will be reaching girls strategically throughout their worlds."
Julia Scales, Sky Media, Viacom sponsorship manager, said: "The Lite Sprites campaign will engage the Nickelodeon audience by creating intrigue and excitement around the individual characters."
"Nickelodeon share brand values with Lite Sprites, putting kids first and encouraging fun and imagination. Nickelodeon is thrilled to play a part in the Lite Sprites launch."