To kick off the activity, Tomy has appointed Kids Industries to develop a strategy.
The toys are set to go on sale this weekend (January 9th) and the supporting television campaign will begin on January 23rd.
Print and PR activity will drive children and parents to a promotional website where special editions of the interactive toys can be won. Mediacom is handling the media planning and buying.
Kids Industries director Claire Tonks said: “The trick is to generate the right amount of excitement and buzz among kids without alienating parents.”