Character Options will be launching a Golden CD campaign for the new series of The Zelfs this October.
An exclusive Zelfs music CD will be distributed as a gift with purchase, a thousand of which will hold a winning message and instructions of how to claim the ultra rare Snowphie.
25,000 special Zelfs music CDs have been created and include Snowphie's exclusive song, recorded by 2db Music Production. The CDs will be distributed through major and selected independent stores in October as a gift with purchase.
Just 1,000 fans will find the message to claim a rare Snowphie figure.
"With each new series, an ultra rare Zelf is introduced, and there is always frenzy amongst fans to get their hands on these precious characters which have their very own personality," said Mark Hunt, marketing manager at Character Options.
"Incredibly we are seeing previous rare Zelfs change hands for 12-15 times their retail value such is the demand.
"This year, however, we wanted to create a new way for collectors to find the season's most sought after character and we believe the use of a Golden CD is a first for the industry. The fact is everyone's a winner with this campaign as the CD itself is a great gift for Zelfs fans. Finding the hidden message is just an amazing bonus."
In addition to the Snowphie campaign, the launch of the new series will be accompanied by a heavyweight TV schedule and girls' magazine advertising.