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