Golden Bear is to launch a viral 'Where's Woolly' campaign in response to the volume of parents demanding to know where they can get their hands on its latest range.
From mid-April through to the launch date of the master toy range at the end of May, Facebook and Twitter pages will supply daily updates as well as 'Where's Woolly' activities to keep fans satisfied.
Retailers will also be provided with Where's Woolly artwork for their own sites, that can be updated with their own launch dates.
In-store posters announcing the arrival of the furry spider will also be available.
Furthermore, two weeks before the launch date, www.ukmums.tv will provide sponsorship and its own social media push.
Top bloggers will also be reviewing flown-in samples of the first toys.
Kate O' Leary, marketing director, said: "Everyone is eager to find out more about the launch of our Woolly and Tig toy collection and we intend in a fun and engaging way to ensure that everyone is fully informed of where Woolly can be found once in store."
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