Character details ambitious Mike the Knight campaign

Set to hit shelves in May the toys will be backed by TV, PR and parent blogging activity.
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Character Options' Mike the Knight range will go to retail in May and the toy maker is anticipating strong demand for product after seeing the CBeebies show enjoy successful book and DVD launches.

An ambitious marketing campaign focusing on the spring break has been designed to generate huge awareness.

Two original and creative TV commercials will deliver 250 TVRs during the launch, targeted at the core audience of mums and kids, while at retail FSDUs will bring the toys to the front of stores.

PR activity includes a programme of parent blogging activity and a medieval themed take-over of UK MUMS TV. Leading members of the parental media community will recieve hand-delivered treasure boxes full of samples. A partnership with a leading parent and children activity organisation will also be unveiled in the coming weeks.

Speaking of the launch Jerry Healy, marketing director said: “If the comments on the Mike the Knight website are anything to go by, it’s clear that parents are excited about seeing the toys finally on shelf. We are naturally very proud to be such an integral part of the Mike the Knight success story and delighted with our launch collection which is true to the series and captures the essence of Mike and his adventures perfectly.”

Further commenting, Jules Heaton, VP global brand management Hit Entertainment said: “It’s true to say that there is a mounting frenzy and anticipation on Facebook for the toys; consumers are absolutely clamouring for product so if that’s a sign of things to come, Character will have a hugely successful toy line on its hands.”


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