Flair is supporting its new My Clippy brand with over 600 TVRs in spring, an interactive website and a campaign with the magazines Girl Talk, Top of the Pops and All About Animals. Magazine content will direct girls to an online competition portal where unique My Clippy items will be up for grabs.
My Clippy made its retail debut last month, launching with two lines. The range will be extended in the autumn.
Inspired by fashion designer Calypso Rose, the creative activity allows girls to design and create cards which can be displayed in clear plastic pocketed fashion accessories like bags, pencil cases and card wallets.
Kerry Paternoster, brand manager, said: “It has taken many months of development and a close working partnership with Calypso Rose to create an entirely new brand that we believe.
“We will have significant longevity in the creative play market. The audience of fashion-aware teen girls is very specific and our marketing campaign is aimed directly at them ensuring brand awareness from the very outset.”