Bluw Toys is planning a major promotional push for its EggBods collectibles line, running throughout March and April, including the key Easter period.
A window display at Hamleys on Regent Street has been secured for a six-week period - from March 22nd to May 3rd - while 20-second idents will be running ten times a day across Cartoon Network from April 9th to 30th.
The Cartoon Network partnership also features online activity, including an EggBods microsite. Visitors will be encouraged to create their own EggBods by mixing and matching heads and bodies from figures from the current range and inventing a new identity, with the best names winning a set of eight figures.
Bluw has also teamed up with The Sun, which will be offering every reader a free EggBod in the April 15th issue with a token which is redeemable in all UK Hamleys and Toymaster stores.
"Easter is a key time for EggBods and the partnerships that we have agreed with Hamleys, Cartoon Network and The Sun are key to establishing them as the must-have toy of the year," said Brian Turner, creative director at Bluw Toys. "We've had fantastic feedback about EggBods following our attendance at the London, New York and Nuremberg toy fairs. Retailers have really taken to them because of their strong playability."
There are eight EggBods to collect, with a second wave and licensed editions due for release in the summer.