Toy company Flair is supporting the launch of its Willy Wonka range of toys with a major advertising push, which will break next month.
The toys, which are aimed at children aged four to nine years old, are based on Tim Burton’s film adaptation of Charlie and the Chocolate Factory, which stars Johnny Depp and will be released in cinemas next month. It includes activity sets, puzzles, games, collectible figures and creative-play toys.
Flair, together with Funrise, which holds the master toy licence for the film, hopes the range of toys and games will appeal to both newcomers to Charlie and to their parents, who grew up with the Roald Dahl story.
The ad campaign will be supported by competitions and promotions on children’s television channels, including CBBC, GMTV, Boomerang and Nickelodeon, as well as in the national press and online. The creative work has been developed by NE Advertising and media buying is through MindShare.