The UK pre-school channel Cartooniti deal will promote Hasbro’s Playskool range through a daily two-hour block entitled Playtime. This is the first time Cartoonito has entered into a channel sponsorship.

Playtime will air each weekday from 3pm and see each of the six featured Playskool products aligned to an age appropriate Cartoonito show.

Six TMi created idents will air before each show, with the entire block sandwiched between opening and closing Hasbro Playskool bumpers.

Helmet Heroes, from the Playskool range, is to be paired with Go and Be a Grown Up; Dance Cam with Hi-5; Lullaby Glow Worm with Baby Looney Tunes; Cota the Triceratops with The Land Before Time; Tonka Wheel Pals with Mighty Meteor and the Mighty Monster Trucks; and Clipo with Fireman Sam.

Adam Eagle, director of sponsorship and promotions at Turner Media Innovations said: “Cartoonito offers great potential for advertisers to optimally reach the preschool audience and their parents. We’re delighted to have secured the first channel sponsorship on Cartoonito for Hasbro’s Playskool range, which has a great fit with the selected shows.”

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Henry Foulds, senior brand manager at Hasbro Playskool said: “2008 is an important year for Playskool as it re-launches with one of its most innovative range of products to date. TMi's Cartoonito is a perfect partner and enables us to showcase our products on a dynamic and highly targeted platform.”