With the new series of X Factor just started, Paper Jamz will look to capitalise on the UK's desire to sing with a fresh campaign.
Promoting the new Pro Series, the 30-second ad (see it below) stars the American up-and-comer Lexi St. George performing her new single, Dancing to the Rhythm.
The auto-tune toy microphone is also supported with a traditional PR campaign, and has already appeared on BBC2's Something for the Weekend.
A Lady Gaga spoof has been launched on YouTube, showcasing the features of the product inside an American high school setting.
The toy can connect with any computer via USB to download new music.