The launch of WowWee/Sablon's full Paper Jamz range is being marked with a heavyweight marketing blitz, including 100 TVRs in September alone.
With the guitars already proving popular, the firm is adding digital drum kits, power paper amplifiers and straps to the collection.
The new campaign features two 20-second ads focused on the guitars and drums.
WowWee has also secured a multi-stage partnership with Turner Media Innovations. A new microsite will feature kids 'rocking' with the instruments. Hosted at CartoonNetwork.co.uk/PaperJamz, the site will also include a duelling game, a competition and general product information. It will be updated with new content throughout the campaign.
"Our partnership with Turner Media Innovations has already proven to be extremely successful and had a major impact on guitar sales to date," said Graham Spark, sales director at WowWee/Sablon. "It's the perfect creative and media promotional campaign to effectively reach our target audience to shout that the full range is now available.
"We are confident the next phase of the multi-creative, top ratings campaign will take the Paper Jamz range to even greater heights."
Also part of the launch campaign is the sponsorship of Disney XD's I'm In the Band.