Firm to sponsor all CiTV programming on ITV1.
Lego’s sponsorship campaign will begin this month as the firm attempts to raise awareness and sales prior to Christmas.
The deal will cover all of ITV1’s children’s output over the weekends and include characters from Lego’s brand portfolio including Bionicle, City, Mars Mission Duplo and Star Wars.
The campaign, which was negotiated by media agency Carat, will help the firm target its core audience and boost its overall reach, according to Lego UK’s marketing director Fiona Wright.
Lego signed another sponsorship deal last month with Jetix to promote its sub-brand Bionicle.