GP Flair readies Xeno for launch

TV drive to kick off in mid-July, backed by PR and a digital strategy.
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GP Flair's hotly tipped Xeno will hit retail shelves next month - backed by a heavyweight TV drive, digital strategy and PR campaign.

The interactive cheeky baby monster launches in July, aimed at children aged six and above.

Xeno has over ten emotions including happy, sad, playful, hungry and unwell, along with more than 40 eye expressions. Multiple sensors respond to touch so children can tickle, feed and play with the toy. It also love music and will dance and sing along to songs that it likes, but will refuse to listen to songs that it doesn't.

Xeno comes pre-loaded with five mini games and can also talk to its friends. Downloading a free app also allows children to play additional games and explore Xeno's world.

The main TV drive will begin in mid-July, with multiple versions of the ad concentrating on Xeno's cheeky features. The TV schedule will continue throughout the rest of the year, back by PR and marketing support.

"Digital is also an important part of the strategy and our online plan will engage with both boys and girls in a variety of new and interactive ways," explained Nic Aldridge, marketing director at GP Flair. "This will be coupled with a viral campaign called 'Xeno Phones Home' and a press event at a top London attraction.

"Of course the social media drive with parents is not to be forgotten, with word of mouth from mum to mum ensuring they know what Xeno is all about when their children put him on their wish lists.

"Finally, the retail experience has also been carefully considered with many ways in which to 'Xenofy' the retail space with unique POS and support. This final customer facing aspect will bring together what I consider to be one of Flair's most extensive launch plans in the company's history."

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