Morbs launches next month and the toys are urban styled battling orbs which can be thrown, rolled or blasted from one of the Morbs play-sets, when they transform into a big headed, small bodied Morb.
The line will initially feature 36 characters split into two teams - warriors and monsters.
A TV campaign will kick off the activity with ads scheduled on key boys’ targeted channels. This will be followed up with print and online activity.
A competition in boys’ titles will invite children to design their own Morb. The winner will get their Morb design included in a future wave of the toy. The competition will also be recreated on kids’ auction site, Swapits, where boys can enter the Morbs microsite to take part online.
Swapits will also offer its boys user base of over 600k the chance to bid on a prize fund of products. Morbs will also take over the Swapits postage labels and kids will be able to match the Morb on the postage label to the hidden Morb on the Swapits site to earn points.
Anne-Marie Noon, brand manager, commented: "This is our most exciting boys’ campaign to date. We are very excited about the launch of Morbs and feel the brand will directly engage with the desire boys have for craze products.
"By using key media platforms to target boys’ four to nine we will drive maximum awareness for the launch of this awesome new property."