Best primer for rubber/soft plastic miniatures?

I've been away from miniature painting for a while, but I just bought the new heroquest and want to paint it.

The miniatures seem to be made of a weird rubber or soft plastic that I've not used before, what kind of primer works best on these? I'm worried normal primer will just flake off.

Edit: I probably should add, I'd prefer something I can shoot through my airbrush.

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Regular airbrush primer will be fine on soft plastic. As always, wash with soap and water prior to priming to remove mold releasing lubricants and finga grease.

I had some good experience with Pro Acryl Black Primer on my airbrush, but only with resin and gw minis, not the heroquest ones