In the new marketing initiative for the brand, Mattel has developed a bespoke campaign with Viacom with a unique mircosite on www.nickjr.co.uk/mybaby.
The site contains activities, games and competitions for girls as well as production information for mums. The site launched this week and will run until the end of October.
In addition, the site will be extensively promoted on AOL, iVillage, Kaboose, Virgin Meida, AOL Kids and Go Girl driving awareness and traffic from mums and girls.
Mattel marketing director, Jackie Jordan said: “Mattel is already the toy industry’s leading TV advertiser but we are constantly seeking new ways to make TV work harder for our products and customers.
“This activity for My Baby is just part of our ongoing relationship with Nick Jr and is an ideal way to complement our existing marketing programmes and extend beyond the reach of traditional Q4 advertising.”
My Baby was launched by Mattel in 2006 and uses innovative technology and design features that have brought doll play to life.
The campaign was negotiated by Carat Sponsorship.