The This Is Me (TIM) range, distributed by toy company Character Options, is positioning itself against Bratz with contrasting values of “wholesomeness”, self-confidence and moral values. The range includes nine dolls, clothes and accessories.
It has already signed up as the inaugural sponsor of the UK Kids’ Choice Awards, which is being held in London in October (MW August 9).
The “There’s a New Wholesome Toy on the Town” campaign includes TV ads, free ring tones and social networking opportunities, magazine promotions and the search for six real life “Style Sisters” in conjunction with Nickeoldeon.
It is thought to be the first time that a jingle from a toy range has been turned into a ring tone, downloadable from www.character-online.co.uk and via text message. It will be promoted in the TV campaign, on packaging and via the website.
Ads will run on GMTV, Nickelodeon, Cartoon Network, Boomerang and Pop Channel and will target parents as well as their children. Online activity will run across sites including YouTube and MySpace.
The toy brand will also receive online branding at www.nick.co.uk as well as its own microsite, branding on all retail promotions and a presence at the Kids Choice event, which has been running in the US for 20 years but is airing in the UK for the first time this year.