Teaming up with boys’ magazines such as Toxic and online kids site Swapit, the search will run from July to October, encouraging kids to upload pictures of their dogs into one of three categories; Damned Ugly, Outrageously Hilarious or Pukey Cutie, whilst highlighting the funny side of The Ugglys toy range.
A target audience of nearly 3.1m children will be reached during the print and online campaign, which also coincides with TV advertising delivering 100 launch TVRs.
Mark Hunt, product manager at Character Options, commented: “The Ugglys are the funniest and most outrageous electronic pets around, and have the potential to be the smash hit for boys for 2013. The search for Britain’s funniest dog is the ideal way for us to bring to the forefront the distinctly cheeky nature of the product, and by using Toxic and other key titles we will perfectly match the demographic of their readership with the boys we want to reach. In addition, the Swapit site will also add to the reach while providing the technical platform required to host such a campaign. In store, The Ugglys will also be a focal point for any retailer. The product has been created with amazingly creative ‘try-me’ packaging that doubles as a kennel and when stacked together will make the perfect display of distinctly Uggly pugs just crying out for attention.”
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