Mattel unveils Fijit Friends push

A 360 degree marketing programme supporting the launch has kicked off.
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Fijit Friends feature voice recognition and built-in beat sensors allowing kids to talk, laugh and dance with the toy and get real time reactions to commands and interactions.

A UK specific Fijit Friends website ( aims to bring the characters to life with videos and a high-tech digital demonstrator which allows consumers to try before they buy.

An online game will show how interactive Fijit Friends are, as girls can push the function buttons and even poke it to get the same response they would with the toy itself.

Heavyweight TV advertising in September and October will target UK girls aged four to nine an average of 4.6 times during the campaign throughout the Christmas gift request period.

The brand will have additional airtime with a five-week sponsorship on leading kid’s channel Nick throughout October with additional digital support on Nick’s website.

Digital advertising and features such as competitions, quizzes and videos on kids websites will also drive traffic and allow girls to interact with the brand.

A series of viral videos has also been produced to engage girls with the product's features and with a high profile presence at the Dream Toys event, as well as the media outreach already underway.


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