Mattel is moving into the quiz game market with the launch of Bezzerwizzer into the UK and Europe next month. It has appointed Oakwood Media Group to create a digital advertising campaign to promote the new product.
The toy company has signed the global license agreement for the Danish game to launch it in the UK, France and Scandinavia.
This marks the first time Mattel has ventured into the quiz games market, though it already has well established board games such as Scrabble. The launch will be supported by a dedicated website, which will be created Oakwood, and it is also working with an undisclosed radio group on a breakfast sponsorship deal.
An online demonstration of the quiz game will feature on the website in addition to a Facebook application of the game which will offer cash prizes.
Wendy Hill, Mattel marketing manager for the boys division, says the website will feature prominently throughout its communications, with online activity forming a “key component of the campaign”.
It is understood that Oakwood has also been appointed to work on Mattel’s Fisher-Price brand.