The series will be supported by a themed website, including competitions, activities, downloads and offers, to build and retain a fan base.

In-store promotional activities and event will establish the series and support sell-through.

Further marketing direct to parents and teachers will generate awareness and drive traffic.

* pre-launch mailing to shop managers introducing monster characters and concept
* in-store promotional activities including `create your own monster' competitions and events
* dedicated monster website
* direct to parent marketing through websites such as iChild
* motivating tools and activities to be distributed to teachers to generate awareness and interest in parents and pupils