Bandai UK is unveiling a &£1m advertising campaign to support the launch of its Bubble interactive games console for pre-school children. The campaign starts in early September and will run throughout the autumn.
Bubble is a wireless DVD games console for toddlers, which launches next month. It enables children to interact, play and learn with familiar characters from television programmes.
The campaign includes a 40-second TV execution, created by Origami Films, plus PR and in-store activity. The TV ad centres on a fantasy Bubble world, where two children watch hundreds of bubbles float past them, each containing familiar characters such as Tinky Winky and Noddy.
Licence agreements have been signed with the BBC, Chorion, Hit Entertainment and Entertainment Rights for six games titles: Balamory, Fimbles, Noddy, Teletubbies, Thomas & Friends and the Tweenies; more will follow later this year. Each title has a set of games designed to complement the style and tone of the programme it represents.
The console is manufactured by Bright Things and distributed by Bandai. It will be sold in major toy shops including Argos, Toys ‘R’ Us and Woolworths.