Jakks Pacific is looking to build awareness of its ScatterBrainz toy collection, gearing up for a major PR push.
Together with Evolution PR, the firm has put together a plan including several online campaigns, boys' print media, school events and sampling activities.
Throughout September, the ScatterBrainz collection will be broadcast on BinWeevils, with links to the ScatterBrainz website and its dedicated online competition site.
Schools across the UK will also be taking part in a national competition to design a new ScatterBrainz character, with prizes up for grabs for the winner.
Finally, a high profile print campaign will reach over one million boys aged five to nine, with sampling direct to the kids and competition prizes on offer.
"Together with Evolution PR, we have formed a strategy that will ensure awareness of ScatterBrainz is at its height in coming months," said Ken Goodisson, marketing manager at Jakks Pacific. "The ScatterBrainz toy range offers seriously sticky fun and will be a popular addition to any boy's playground antics."
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