Vivid readies Easter blitz for Cut the Rope

Web, app and TV advertising all planned to hit over key period.
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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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The Copyrights Group is one of the licensing arms within The Vivendi Group. Acquired by Vivendi in 2016 Copyrights manages the licensing for a portfolio of properties to include Paddington Bear. Some of the other companies within the Vivendi Group include Universal Music Group, and their licensing arm Bravado, Gameloft and Studiocanal to name a few.