Eolo Toys has announced a partnership with the kids and family PR agency to launch Fartist Club into the UK this summer.

Bringing together online webisodes, app content and interactive toys, Fartist Club is the newest gross collectible concept to hit stores across the UK this month. Each Fartist Club member – Farty Flip, Windy Wendy, Munchy Max and Ripping Randy – has a different biog and unique fart sound that activates when their finger is pulled.

An online webisode series launches later this summer at www.fartistclub.com, and there will also be a free downloadable app featuring DJ Fart where kids can scan Fartist Club codes on pack to unlock music tracks and sound effects. Packed with Fartist Club content and added extras, the app allows children to explore each character, create personalised fart soundtracks, and upload them to the Fartist Club fart league table. Users can even play Hide & Fart thanks to a 10 second sound delay which enables kids to prank their friends with customised fart sound effects.

Alex Prieto, director of fun at Eolo Toys, commented: “We are now at the stage where our ‘Fart-tastic’ line is hitting stores across the UK with equally massive support in Europe, US and Canada. We have huge expectations for Fartist Club and have brought in the experts at Norton PR to ensure we are hitting the increasingly lucrative kidult market through digital partnerships and influencer content creation.”

Emma Arthur, PR director at Norton PR, added: “The theme and back story to Fartist Club enables us to work with incredibly high quality content and graphics in order to generate awareness around the toy range supporting activation at retail. With kids currently absorbing and responding to digital platforms like never before, Fartist Club is in a unique position to appeal to that demographic across multiple communication platforms.”