The deal involves activity across on-air, online, interactive, marketing and in store to flag up Spin Master’s range of action figures, transforming vehicles and play sets.

The deal also sees Toys R Us come on board as retail launch partner. It will sponsor a Storm Hawks website and feature in branded sponsorship credits around SH episodes now airing on Cartoon Network.

Additional activity will include an eTV game, a marketing mail out and a network competition to win a trolley dash at a Toys R Us store. TMi has also created a 30-second spot, a 20-second web drive spot and a 30-second retail drive spot which will all play out on rotation.

Stuart Picton, marketing manager, Spin Master said: “The Storm Hawks TV series is hugely popular on Cartoon Network and we expect strong sales through Toys R Us, our retail launch partner.”

Adam Eagle, director of sponsorship and promotions at Turner Media Innovations added: “This is exactly the kind of consultancy based promotion that TMi does best. Our expertise across an encompassing range of areas, coupled with in-depth retail insight, means that we can create an effectively targeted campaign.

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“Storm Hawks is a great brand and we’re convinced that this approach will get the product off to a flying start.”