From Boxing Day and all the way through January, Mattel will spend over £500,000 on TV advertising. This is more than double its previous highest New Year spend, and guarantees 3,000 GRPS.
TMX Elmo, Uno Extreme, Hot Wheels V Drop Track Set, Lazy-Town, Barbie & Tanner, Pixel Chix House, Cars Lightning Storm and Scene-It DVD games will be at the forefront of the promotion.
"November saw us break all records, with Mattel gaining the largest market share ever - over 50 per cent ahead of our nearest competitor," said UK general manager Jean-Christophe Pean.
"We will finish the year clean on a lot of our key lines, so Boxing Day gives us a great opportunity to show-case some of our new lines and capture the consumer when they are still in the festive spirit and gives us a great kick start to the year."
The big spend from Boxing Day is in line with recent Mattel strategy to heavily market its core brands and maximise its powerful distribution and in-store merchandising programmes.
"This is an unprecedented start to the year for Mattel UK and demonstrates Mattel's leadership position within the toy industry, driving consumer demand to all toy retailers," added Pean.