Character Options has outlined a four month marketing campaign for new brick building brand Lite Brix.
Lite Brix, which has both boys and girls ranges, is a brick building brand featuring LED lights that flash and form an electrical circuit when connected together.
The brand is compatible with most other brick brands, allowing consumers to illuminate a wide range of creations.
The marketing for the launch of this new range includes a four month TV ad campaign targeting both boy and girl audiences via channels such as Cartoon Network, Disney Channel, Boomerang and Pop Girl.
A launch banner and auction activity will appear on the online kids' community Swapit. This will be followed with an online challenge which sees boys battle girls to 'see who can Lite-up the contruction world first' by collecting Lite Brix points.
Coverage in print media will take the form of displays introducing the Lite Brix characters to boys and girls and the programme for the print campaign is expected to reach more than 3.2 million readers.
This will all be backed by monthy activities running on social media up to Christmas.