Wicked Uncle, the gift website specialising in the latest and most popular children's gifts, has appointed viral and digital marketing agency TAMBA to create a viral game to attract new customers and increase the company's online presence.  

Wicked Uncle, the gift website specialising in the latest and most popular children's gifts, has appointed viral and digital marketing agency TAMBA to create a viral game to attract new customers and increase the company's online presence.

'Trouble in Toyland' is due to launch in July. The platform game challenges players to collect a selection of toys from a 'toyland' setting. The game can be played at www.wickeduncle.co.uk/troubleintoyland and high scores are then entered on to a leader board.

Wicked Uncle launched in 2007 and was founded by Michael O'Shea, who previously co-founded lingerie brand Splendour.com in 1999. The site gives consumers an alternative to busy high street toyshops with a 'one-minute gift finder' service; where they can enter details of the child they are buying for and a pre-selected group of popular gifts for children of that age group is created. Shoppers can then have the gift-wrapped items sent to the child's address.

Users can also register to receive email reminders when a birthday is coming up. "We wanted a fun game that would provide some light entertainment and support the brand's image," said O'Shea. "We have a high expectation of success for the game, creating a buzz about Wicked Uncle and raising our SEO [search engine optimisation] awareness. We've just added a new reminder service that automatically records everything you buy, for instance a present for a seven-year-old boy, and creates a Christmas list for that child and also recommends ideas for the child's next birthday."

TAMBA created another viral game for Wicked Uncle, 'Teddy Bears Picnic,' last year.

"Working with such an upbeat brand has allowed TAMBA to create a vibrant, entertaining and attractive viral game," said Kay Hammond, TAMBA chief executive. "The themes will appeal to both adult shoppers using the site and the children they are buying for; maximising the brand's messaging. Trouble in Toyland also encourages players to click through to the Wicked Uncle homepage and sign up for various services."

www.tamba.co.uk