Mattel Consumer Products has kicked off its summer sporting goods TV and marketing push.
The programme will support the launch of new Hot Wheels and Barbie bikes, scooters and accessories from Chi-Tech.
The Barbie Chi-Tech bike and accessories range will be supported by a major TV partnership with Boomerang, which will include bumper sponsorship, a major competition and an online microsite with exclusive game content.
Activity will run in two month-long campaigns, in August and October.
"Our new bike line-up has been developed to be truly distinctive and unapologetically Barbie - with unique and innovative accessories," said Johanne Broadfield, senior licensing director at Mattel. "Our objective with the campaign was to showcase the line, but also to communicate to girls that they can take the Barbie experience outdoors."
Meanwhile, the Hot Wheels Chi-Tech range will be supported by a partnership with Cartoon Network, including a large scale competition, high profile web drive and TV sponsorship. The campaign will launch in August with a second burst of activity in November.
Broadfield continued: "Hot Wheels is an iconic brand and by staying true to its focus on 'thrilling vehicle experiences', the new range of sporting goods offers innovation across multiple products highly relevant to the core brand associations of speed and competition.
"The campaign will tell boys it's 'time to get racing with Hot Wheels' and a world of stunts, races and tricks will be brought to life on their television and computer screens. The first TV goes live end of August."