Struggling retailer HMV has made new TV adverts to promote its stores over the festive season.

The company has made a series of eleven animated in the hope to boost flagging sales during the festive retail season which accounts for approximately 60% of the company’s overall annual revenue.

The adverts have affectionately been given the name of Nipper and Gramophone’s Christmas Tales and will take advantage of the company’s relationships with figures in the industry by featuring popular music and film characters.

HMV’s head of brand Mark Robertson commented on the adverts saying: “Nipper and Gramophone have been at the heart of the HMV brand from the beginning. They are known and loved throughout the world, and we felt that the time was right for them to take centre-stage.”

In addition to the adverts on TV, there will also be a Christmas microsite which will allow for a much more interactive experience for customers.

HMV bosses are hoping that the campaign will give a much needed increase to sales which have been down as more and more people opt to buy online or to simply download.

The campaign which will include adverts across TV, online and in print will start at the end of November.