US: Wowwee invests $10m in Paper Jamz marketing

Firm plans a spend upwards of $10m to market the brand in the run-up to Christmas.
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The campaign is designed to make sure kids across the US, and other territories, get a hands-on experience of the new paper-thin guitars and amps.

Scott Rosenberg, marketing director, WowWee explained the strategy: "The second people get their hands on it, they want it."

Over the next few weeks, WowWee and its US retail partners, including Walgreens, Toys R Us and Walmart, will be setting up in-store displays that will allow kids to try out the tactile instruments.

Rosenberg continued: "Display-wise we are looking at 12,000 to 13,000 'try-me' displays."

Rosenberg added that the displays will be tailored for the different retail environments.

"The challenge has been in making sure each retailer has its own concept, its own voice," says Rosenberg. "They have all stepped up so it's important to create unique opportunities."

The Paper Jamz line, which is aimed at kids aged eight and over, includes a guitar that weighs eight ounces and is less than 1.25-inches thick.

Powered by new Active Graphics Technology, users can strum it like a real guitar. Each item comes with a selection of pre-programmed songs that the user can play along with.

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