Publisher Ubisoft will spend big to turn its Raving Rabbids series into one of the industry's biggest kids brands.
The firm is shelling out 1m to promote upcoming game Raving Rabbids Travel In Time, as well as the range of Rabbids toys, figurines and even an upcoming TV show.
The ad campaign will target children and parents on TV and online, with spots running on a range of kids channels, including CiTV, Cartoon Network, Nickelodeon and Boomerang.
Online advertisements will appear on Cartoon Network's website and popular children's social network BinWeevils.
These are brands that children really engage with and whose websites are real destinations for our target audience,” says Ubisoft's UK brand manager Ombeline Wallon.
In the UK, the Rabbids have sold over 1.3m video games since their first appearance and we expect our new title to build on this solid base.
The brand has also started to attract partners outside of video games which enables us to multiply our touchpoints with consumers, therefore increasing the fame of the Rabbids themselves.
From the Renault Grand Scenic adverts in cinemas, to the series of collectable figurines and the recently announced collaboration with Aardman on a pilot for an animated TV show, the Rabbids brand is certainly gaining momentum.”
Ubisoft is also launching a fan club where it will provide news and updates to Rabbids fans.
Raving Rabbids Travel in Time is the fifth title in Ubisoft's popular party game franchise.
The first Rayman Raving Rabbids debuted in 2006. The series is one of the most successful franchises on Wii, and inspired casual hit Just Dance.