Publisher THQ will spend over £2m to make uDraw “the must-have gift” this Christmas.
The Wii drawing accessory reached UK shelves in March this year, and has since shifted 1.7m units worldwide. Now THQ is bringing the device to PS3 and 360, along with software Instant Artist, Marvel Super Hero Squad: Comic Combat and Pictionary: Ultimate Edition.
Meanwhile, there are also two new Wii bundles, one featuring the uDraw tablet and Instant Artist, the other containing both those products plus Disney Princess Enchanting Storybooks. The new sets and software are due for release on Friday, November 18th.
THQ marketing director Jon Rooke told MCV: “The overall strategy is to make uDraw the must have gift this Christmas with a spend of over £2m in the UK.”
The ambitious marketing campaign begins with a TV push across ITV, Channel 4 and Channel 5, which will run from launch until Christmas. It is designed to reach 83 per cent of all housewives and kids and 74 per cent of dads.
This is backed by a shopping centre tour, which will take in five major shopping centres in five cities, Derby, Birmingham, Kent, London and Newcastle. The overall footfall is estimated at 1,745,000.
uDraw has also sponsored the My Way initiative to raise awareness for children with special educational needs, it is run in collaboration with kids paper First News and the Department for Education.