Character Option’s marketing director, Mark Hunt, tells Toy World all about new IP, Mouse in the House.

Mouse in the House is the new IP from Character Options, which was inspired by the popular fairy door trend; a permanent display piece that sits against the skirting board.

Kids can enter the Mouseville world through the multifaceted, micro-collectible toy line, aimed primarily at 4-9 year olds, which encourages them to build their own physical world of Mouse in the House in their own room.

Mark tells us how the IP will be brought to life in a mini series of 10 x 3-minute episodes, hosted on new YouTube channel Character Kidz TV, with kids able to recreate scenes from these or create their own adventures with accessories, stickers and bunting to customise and connect the toyetic version of Mouseville.

The product launch is one of Character’s biggest marketing investments to date, and will be dual-focused, promoting both the webisodes and the toys. Marketing for Mouse in the House will incorporate YouTube, TV and social media as well as influencer screening and an immersive PR campaign through kids’ press, blogs and sampling initiatives.

“Our objective is to ensure we are targeting both kids and parents across every touch point,” says Mark. “Whichever media both demographics are digesting, we will ensure Mouse in the House content is placed at high frequency.”

To read the full article on Mouse in the House, click here.