NEW YORK: Mirage Studios and 4Kids Entertainment have hired Peppercom to lead PR for TMNT25, the 25th anniversary "shell-ebration" of the Teenage Mutant Ninja Turtles, who made their comic-book debut in 1984.

The campaign, which will run from early 2009 through that October, will incorporate experiential marketing to give fans a chance to interact with the Turtles as they tour the US, according to Gary Richardson, CEO of Mirage Studios.

PR tactics, which will make up approximately ...