The product will be launched in July 2010 as part of the autumn/winter range and Jumbo has selected Emma Willis to front the campaign.
The JoJo range combines traditional play with new technology to create toys featuring JoJo the rabbit.
The hero product JoJo Hide and Seek features voice customisation and sound effects. The rabbit can record a child’s name and, if it becomes separated, will call out their name.
Kirstie Oliver, marketing manager at Jumbo comments, “We can’t wait to launch the new JoJo products into the market and by bringing popular TV personality Emma Willis on board as our ambassador we are set to engage mums across the UK.
"We are confident that we have created a fun, exciting and unique playing experience with the JoJo range and look forward to an exciting year ahead.”
Jumbo have already secured good distribution at Toys R Us, Argos and other good retailers, and the launch will be accompanied by a comprehensive TV advertising, marketing and PR campaign.