Confectionery giant NestlÃ© Rowntree is to use Barbie doll rival Sindy to promote its new product Little Rolo after agreeing a deal with toy company Vivid Imaginations.
The line, launched this week, is a miniaturised version of the Rolo chocolate range and is aimed at teenage girls and young women (MW 13 December, 2001).
The launch is being backed by a £2m ad campaign, including national television ads by J Walter Thompson featuring a computer-generated animation of Sindy and boyfriend Robbie. The ads will start on Valentine’s Day. A give-away of samples in Miss Selfridges and an SMS text messaging campaign are also planned.
Vivid bought the licence to make Sindy dolls after Hasbro axed the brand in 1997. She returned to the shops in 1999 with a slim-line look and paler tan in a bid to differentiate the figure from Mattel’s Barbie.
The tie-up with NestlÃ© is a first for Vivid Imaginations and forms part of the toy maker’s plan to promote Sindy’s 40th birthday this year.
Rolo brand manager Alison Talbot says the launch will deliver a “step change in Rolo sales by attracting new, younger consumers”.
“The convenient bag format and Little Rolo sweets are perfect for eating on the go and capitalises on this consumer trend,” Talbot adds.