Carte Blanche Group is ramping up its marketing activity for the Tatty Teddy and My Blue Nose Friends toy range, teaming up with kids' online swapping and trading community, Swapit.
An online campaign will run from Easter for six weeks, reaching over 800,000 users on the site.
It will include a dedicated Tatty Teddy and My Blue Nose Friends branded area, including a number of activities, video content, special sneak previews and updates. There will also be competitions to win a range of prizes, including interactive plush and craft products from Flair.
A character treasure hunt will also see kids scouring the Swapit site, tattyteddytoys.com and kids TV sites Pop and Pop Girl, to find hidden Tatty Teddy and My Blue Nose Friends characters to win Swapit points.
The activity with Swapit will coincide with the launch of the new Tatty Teddy spring/summer 2013 TV ad campaign by master toy licensee, Worlds Apart. This will run across key satellite and terrestral kids channels.
"We are thrilled to be working with Swapit, as we see a real synergy with our own fan base and the 800,000+ users that Swapit allows us to reach," said Catherine Lawrence, Carte Blanche's toy brand manager. "The digital space is an important part of our plans for the brand in 2013, with a new Blue Nose Friends app to launch at the end of April."
Lee Veitch, commercial director at Swapit, added: "We are really excited about the Tatty Teddy activity, as it gives our girl audiences from Swapit, Pop Girl and Pop the opportunity to engage with the Tatty Teddy brand in a fun and interactive manner.
"This campaign allows girls to be creative, win prizes, complete tasks and get even closer to the brand."
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