Mattel has launched its new interactive toy line Lil' Gleemerz with the support of a host of celebrity parents including Peter Andre, Una Healy and Celebrity Big Brother winner, Ryan Thomas.
They have been joined by I'm A Celebrity star Becky Vardy and The Apprentice's Luisa Zissman, all of whom have been debuting the new toy ahead of Christmas.
Lil' Gleemerz feature over 100 reactions for children to discover, and three ways to play, including hangout mode in which kids can pet and pinch the Lil’ Gleemerz for purrs, growls, jokes, funny phrases and more.
In light party mode, clap or play music and the Lil’ Gleemerz will flash their eyes and tails to the beat for a light show, while in game mode kids can play three different games (Catch the Kiss, Tail Tennis, and Stop the Spot), with travelling lights in their tails.
Lil’ Gleemerz are available in a variety of colours, with four to collect. Cheat Codes will be dropped throughout the year to unlock even more reactions.
In addition to the celebrity endorsement, the marketing support will include an extensive TV campaign launching on Boxing Day, plus kid influencer content and digital activations that will follow in the new year.