Flair/Just Play has shared details of its multi-platform strategy for the new pre-school master toy collection.

Flair/Just Play is gearing up for its next pre-school master toy debut Puppy Dog Pals later this month, and has announced details of the collection plus the marketing plans behind its launch.

The Disney Junior TV series Puppy Dog Pals first aired in January, and follows the adventures of puppies Bingo and Rolly. Plush toys will be an essential part of the Flair/Just Play line up, with an assortment of bean plush, interactive Pet & Talk Pals with 10+ sounds and phrases from the show, and the walking and talking Adventure Pals feature plush to choose from.

The Puppy Dog Pals Travel Pets Figure and Carrier Assortment are available to collect at a range of prices from pocket money right through to an 11-piece Deluxe Figure Set. These are ideal to combine with the Dog House Playset, the range’s hero item.

The collection officially launches at the end of July. Reaching young fans on platforms they engage with, the launch will be supported by TV, YouTube Kids pre-roll, kids press, an interactive microsite campaign with Tiny Pop, social media outreach and amplification among influential parents, and PR.

Emmanuelle Cadet, head of marketing, Flair/Just Play, commented: “We have had great retailer reaction to our Puppy Dog Pals collection and want to make sure their commitment to the brand is echoed in our marketing support. Reaching both the fans and their parents through multiple layers of activity is key to this strategy, and to the success of this line.”

Puppy Dog Pals airs every day from 10am on Disney Junior.