Tangible: MTV spins ads into toys

For those who want their MTV so bad they can touch it, MTV Canada produced a set of three limited-edition figurines. Realized by toy designer Nathan Jurevicius of Scary Girl fame, the characters known as Fauna were originally conceived for a series of station IDs. The creepy-cute characters pulled in so many emails and calls that MTV ultimately tapped into the current trend of high-end, limited-edition toys, releasing 500 Fauna for sale. The toys, which are available from mtv.ca, are also sold in specialty stores in Canada, the U.S., the U.K. and Korea.

For those who want their MTV so bad they can touch it, MTV Canada produced a set of three limited-edition figurines. Realized by toy designer Nathan Jurevicius of Scary Girl fame, the characters known as Fauna were originally conceived for a series of station IDs. The creepy-cute characters pulled in so many emails and calls that MTV ultimately tapped into the current trend of high-end, limited-edition toys, releasing 500 Fauna for sale. The toys, which are available from mtv.ca, are also sold in specialty stores in Canada, the U.S., the U.K. and Korea.

The animated spots were picked up by MTV HQ and put on rotation in Times Square for two months, as well as airing in Poland and the U.K. It’s not the first time Canadian creative has been used by MTV in other countries, but this has attracted more attention than any other such initiative, says Brad Schwartz, SVP/GM music and youth services, CTV, and the inspiration for Fauna character Darb (an anagram for Brad). ‘We like to say, ‘Canada to the world!”
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