Vivid is to roll out its hotly tipped Cut the Rope toy line over Easter with a raft of TV, web and app advertising.
The ZeptoLab app has to date notched up in excess of 300 million downloads and over 1.5 million likes on Facebook, with Vivid looking to capitalise on this popularity.
Following in June, Vivid and ZeptoLab will launch the Candy Flick game featuring AR technology. The free to download game can be accessed via an on-pack solution.
"Cut the Rope is now one of the biggest game apps and particularly very strong in the UK, said Neil Bandtock, Vivid UK MD. "Our belief is that this range of collectable toys can replicate the success of other digital brands that have successfully crossed over into the toy space recently."
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