My Clippy takes centre stage

Flair’s new girls property set for huge marketing campaign

The campaign will include TV, print and online, inspiring girls to embrace the My Clippy style.

The brand which launched last month is inspired by fashion designer Calypso Rose and allows girls to design and create their own My Clippy cards.

With two lines already in the market and more to be released in the Autumn, Flair is putting its full marketing weight behind the brand with over 600 TVRs in spring, an interactive My Clippy website www.myclippy.com and a launch campaign with the entire Immediate Media Girls portfolio (formally BBC Magazines) of Girl Talk, Top of the Pops and All About Animals. This in turn will drive online to a competition portal where unique My Clippy items will be available to win that have been created by Calypso Rose herself. This will be topped off with blogging and press activities that will appeal directly to the fashion conscious consumer.

Speaking of the launch campaign, Kerry Paternoster, Brand Manager, comments: “It has taken many months of development and a close working partnership with Calypso Rose to create an entirely new brand that we believe will have significant longevity in the creative play market. The audience of fashion-aware teen girls is very specific and our marketing campaign is aimed directly at them ensuring brand awareness from the very outset”