WowWee is betting big that its Paper Jamz line of paper-thin instruments will be the must-have item for Christmas 2010.

The private toyco has pulled together an innovative and creative marketing budget of upwards of US$10 million to make sure kids across the US, and other territories, get the hands-on experience that it believe is needed to move the line of pseudo instruments.

‘The second people get their hands on it, they want it,’ says Marc Rosenberg, CMO for WowWee explaining the approach.

The line, which is aimed at kids ages eight and up, includes a guitar that weighs eight ounces and is less than 1.25-inches thick. Powered by new Active Graphics Technology users can strum it like a real guitar. Both the guitar and drum set have an SRP of US$24.99 each, and the accompanying amp will retail for US$14.99. Each item comes with a selection of pre-programmed songs that the user can play along with.

Over the next few weeks, WowWee and its US retail partners, including Walgreens, Toys ‘R’ Us and Walmart, will be setting up thousands of in-store displays that will allow kids to try out the tactile instruments.

‘Display-wise we are looking at 12,000 to 13,000 ‘try-me’ displays,’ says Rosenberg, adding that WowWee has partnered with battery company Rayovac to make sure that each display is in working order by doing checks on a weekly basis.

‘If a display doesn’t work, it can be really damaging,’ he says. ‘So we are going to make sure they are always in tip-top shape.’

Rosenberg added that the displays will be tailored for the different retail environments.

‘The challenge has been in making sure each retailer has its own concept, its own voice,’ says Rosenberg. ‘They have all stepped up so it’s important to create unique opportunities.’