TMI teams up with Lego Star Wars

Ronnie Dungan

By Ronnie Dungan

January 27th 2009 at 10:12AM
TMI  teams up with Lego Star Wars

Lego has teamed up with Turner Media Innovations to create a sponsorship package for its new Star Wars line.

Turner Media Innovations has created an integrated sponsorship package for the Lego Star Wars products supporting Star Wars: The Clone Wars, the animated series airing in the UK on Cartoon Network from 14th February.

The deal will also cover the dedicated Clone Wars area on cartoonnetwork.co.uk. To coincide with the key Easter Holiday period, an on-air call to action will drive viewers to a customised competition area hosted on a Lego Star Wars microsite.

"We have identified a unique opportunity to create an engaging and interactive on-air and online sponsorship campaign in conjunction with the creative team at Turner Media Innovations," said Tara Heath, Lego Star Wars Senior Brand Manager.

"Driving an even stronger association between Lego and the Star Wars brand, the campaign utilises the unique Lego assets to deliver an impactful and fun creative while communicating the new Lego range."

Andrew Mallandaine, Client Services Director at Turner Media Innovations added: "We’re delighted to have secured Lego  Star Wars as the exclusive sponsor of Star Wars: The Clone Wars on Cartoon Network. This is a remarkable series produced by Lucasfilm Animation and the campaign offers excellent brand association aimed at the product’s target audience. Using Lego assets, Turner Media Innovations conceived all 3D creative and scripts in-house, producing an exciting campaign for the new Star Wars range."