Vivid is launching a torrent of Twitter-driven PR campaigns to support its new toy ranges.
The company revealed its latest social media plans after reaching 3,700 followers on the social website, and following its latest Little Mix dolls campaign.
Devised by Norton and Co, the online campaigns hope to engage followers and bloggers in brand activity including Cut The Rope, Canimals and Cloudbabies.
Canimals, in conjunction with Aardman, celebrated St. George's Day with the Canimals on Tour social media initiative, asking followers to guess what UK landmarks the characters visited over a series of pictorial Tweets.
The Cut The Rope initiative will be time travel-themed. It will invite followers to guess which era Om Nom is visiting in a competition to win Vivid Nommies.
And Cloudbabies will run a week-long campaign titled Weather Watch, featuring a product competition running across Vivid's Twitter page. This coincides with the coming May Bank Holiday weekend.
Michelle Goodisson, marketing manager at Vivid, said: "We realise the impact Twitter can have when launching new products.
"Launching the Little Mix dolls via a Twitter partnership engineered in conjunction with Bravados and the brands' management company created a storm of Tweets from dedicated fans, and injected a buzz of excitement which translated directly into chat about where the dolls could be purchased and when.
"Harnessing this potential and making the content relevant for our followers and their wider 'ripple out' audience is an ongoing challenge, but one which as a company we are fully embracing."
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