Tomy and Chapman Entertainment are joining forces with The Sun newspaper for a special Raa Raa the Noisy Lion competition.
Launching this month, The Sun will carry a 'Search for Raa Raa' promotion. Six winners will get the chance to star in a Tomy TV ad for the licensed toy range, along with a selection of the products.
Parents simply need to send a video clip of their little one doing their best animal impression to firstname.lastname@example.org. An expert judging panel will whittle down the list to ten children for the final auditions, before the six winners are chosen to be filmed at a London studio in January.
The winners will be revealed by Tomy at Toy Fair 2012.
"The Raa Raa the Noisy Lion range is a major focus for us in 2012 and we are delighted to be kick starting the marketing campaign with such a high profile partnership with The Sun," said Ruth Williams, Tomy marketing manager. "With such fantastic early exposure in a major newspaper, and the fantastic prize on offer, we think this is a campaign that the public will really get behind."
Tomy will showcase its full Raa Raa range at Toy Fair at Olympia in January 2012. This will include play-sets, figures, plush, bath and arts and crafts toys.
As well as The Sun tie-up, Tomy is also planning extensive TV advertising throughout 2012, plus social media and PR.