Over 1.7 million specially commissioned Plasticine packs will be given away during Flair's nine-day promotion, commencing this Saturday, March 5th.
Tokens will feature in the Daily Mirror and Sunday Mirror, which can be redeemed at WH Smith and Toys R Us stores in England and Wales and Tesco in Ireland. In Scotland tokens from the Daily Record and Sunday Mail can be taken to McColls and RS McColl.
Each day will deliver a different themed pack of the modelling compound, including a mini make-your-own Morph set and a Thomas the Tank Engine Picture Maker. As part of the promotion, a TV campaign organised by Mirror Group Newspapers MGN, will take place starting on Friday March 4th.
The activity will also be run in all MGN publications including the Daily and Sunday Mirror, the Daily Record and around 100 regional titles.
As part of the campaign, MGN is also running the Plasticine World Championships through its website and Facebook page. www.mirror.co.uk/plasticine will go live later this week.
Simon Hedge, Flair’s commercial director, commented: "This is a major part of the marketing drive to bring Plasticine into the hands and hearts of children across the country.
"We know from our own research that kids big and small just love modelling with Plasticine and we aim to reawaken the nation’s creativity by providing small kits in many different themes.
"This promotion is just part of extensive plans we have with MGN to champion the Plasticine brand and promote creativity amongst children and their parents in its purest form; other plans afoot include the national competition and much more."