Blattner Brunner To Program Ads For Internet Toy

An “Internet-responsive” toy known as “Ir-V” will be introduced by Blattner Brunner with a $2-3 million campaign.

The Pittsburgh shop won the business from IR-Vonline.com, a Hong Kong-based company owned by TS Toys, following a review against undisclosed shops.

Ir-V is a programmable robot that is linked to an Internet site that can be changed regularly, thus providing new games to hold children’s interest, said Jeff Nobers, a Blattner-Brunner representative.

Ir-V will be pitched initially through an e-marketing campaign until retail channels are established. TV work is expected by late summer in markets prevalent with both Internet usage and children in the targeted age range of 6 to 10 years old, Nobers said.