Character Options is embarking on a quest to find Britain’s funniest dog in celebration of the launch of its new electronic pup-pet range, The Ugglys.
Teaming up with selected boys’ magazines, such as Toxic and online kids’ site Swapit, the search will run from July to October and will encourage kids to upload pictures of their own dogs.
The three categories of the competition will be: Damned Ugly, Outrageously Hilarious and Pukey Cutie, aiming to highlight the humour of The Ugglys toy range.
The print and online campaign is predicted to reach an audience of nearly 3.1 million children, and will coincide with TV advertising, delivering 100 launch TVRs.
Mark Hunt, product manager, Character Options, said: "The Ugglys are the funniest and most outrageous electronic pets around and have the potential to be the smash hit for boys for 2013.
"The search for Britain’s funniest dog is the ideal way for us to bring to the forefront the distinctly cheeky nature of the product and by using Toxic and other key titles we will perfectly match the demographic of their readership with the boys we want to reach.
"In addition, the Swapit site will also add to the reach while providing the technical platform required to host such a campaign.
In store, The Uggly’s will also be a focal point for any retailer. The product has been created with amazingly creative ‘try-me’ packaging that doubles as a kennel and when stacked together will make the perfect display of distinctly Uggly pups just crying out for attention."