Worlds Apart has revealed campaign details for its daily routine teaching plush toy, the Winnie the Pooh Interactive Friend.
A partnership with Disney will achieve exposure across a range of Disney channels and digital platforms. The 30-second advertorial has almost 500 spots, and cross-sell inserts will be placed in all Winnie the Pooh DVDs sold in the UK.
To reach its target audience of mums, Worlds Apart has secured an interactive digital campaign on MumsNet, which starts from Ocotber. A group of mummy bloggers are also on board to promote the toy through the influential parent network.
Rounding off the online campaign, Pooh will be supported with 'high profile' social media activity while other content will be run with selected online retailers.
QR Codes will be deployed in-store and on printed media – the codes will direct customers' smartphones to a video demonstrating the features of the toy.
Scan the barcode to see the demonstration sizzle.
Lastly, Worlds Apart is aiming to secure editorial coverage in print, TV and radio media with more 'traditional' PR techniques.
Speaking about the campaign, Andy Cooper, marketing director, said: "Having such an innovative new product, we realised it would benefit greatly from an equally innovative launch strategy and we’re delighted have a high profile multiplatform campaign in the pipeline to get behind the Winnie the Pooh Interactive Friend."
He continued: "As well as our strong campaigns with Disney and MumsNet, we’re particularly pleased about our first foray with QR coding which we believe it’s going to have a really positive impact in the future in helping people make more instant purchasing decisions."
The campaign will run until Christmas 2012.