A first billboard near Times Square in New York City features Shrek, Kung-fu Panda’s Po, Madagascar’s Alex and… a treehouse?
Treehouses will be the cornerstone of the advertising campaign launching the DreamTab, a new tablet for kids manufactured by Fuhu, with content powered by DreamWorks Animation. The campaign's budget is estimated to be between $7 million and $10 million.
“A treehouse encapsulates imagination and wonderment and fun, and it elicits that kind of reaction across any generation because it is where people go to believe in their imagination,” said Brian Robinson, head of creative design and development at DreamWorks Animation, to the New York Times. “And for us it became this symbol of exactly what the tablet stood for.”
As part of the campaign, actual wood-made treehouses, where children will be able to play with the tablet, will pop-up soon in New York, Los Angeles and San Francisco.
Announced at CES in January, the heavily customized Android DreamTab was introduced earlier this month at a suggested retail price of $269. It includes entertainment and educational content for kids, as well as control features for parents allowing them to monitor how theirs kids use the device.