After an enforced absence due to the ban on advertising confectionery to children, MicroStars, which traditionally have been packaged with sweets, will be promoted around the tournament with a new TV campaign to announce the arrival of 40 new WorldStars figures.
The figures are now available in a new format of blind, single figure sachet packs without jelly bean sweets.
The TV marketing starts in April on all the popular boys’ channels, with a theme tune and terrace-style “Football Crazy, Football Mad” tagline chant.
Marketing manager Vicki Elmer said: “Our marketing strategy for MicroStars WorldStars has certainly been given a massive lift this year and we can’t wait to spread some World Cup fever of our own by bringing the brand back to TV.
“We have always worked very closely with the weekly football magazines to promote MicroStars to the dedicated and passionate football fan but we also want to capture the imagination of other children who might not yet know about our figures.
"TV is the most effective way to introduce them to the game play and encourage them to challenge their mates to see who has the best collection.”
The MicroStars WorldStars series includes figures of England stars Ferdinand, Gerrard, Lampard, Terry and Rooney alongside other world class heroes such as Fabregas, Messi, Drogba and Tevez.
The TV campaign gets underway over the Easter weekend and runs at regular bursts until June.