Hasbro’s children’s craft brand Play-Doh is partnering with Cartoon Network, Boomerang and Cartoonito to launch the first Play-Doh Town campaign.
Introducing kids to the first line of Play-Doh figures and play-sets, the campaign will encompass TV, digital and social media activity across the leading children’s TV channels.
The new launch coincides with the ongoing 60th anniversary celebrations of the Play-Doh brand and delivers a new system of play that aims to inspire storytelling through Town-themed play-sets, vehicles and figures.
The new sponsorship deal across Turner’s leading children’s channels has been designed to showcase the entire Play-Doh Town product range.
Craig Wilkins, marketing director at Hasbro, said: “This year we launched Play-Doh Town to celebrate the Play-Doh brand’s 60th anniversary. Play-Doh town brings creative play together with figures and play-sets, allowing children to open their imaginations and tell their own unique stories.
“We are thrilled to be partnering with Turner across their leading kids’ channels to support the launch of our brand new Play-Doh Town range.”
Turner has created new ten-second channel interstitials constructed entirely out of Play-Doh and featuring Play-Doh Town products. Boomerang and Cartoonito will both run 30-second on air competition spots.
Winners will have the opportunity to see their creations n air across Cartoon Network, Boomerang and Cartoonito in May and June as well as the chance to win a further bundle giveaway.
Zara Peters, sponsorship and promotion director, Turner, added: “We are excited to be working with the incredibly fun and timeless Hasbro brand to support its Play-Doh Town 2016 campaign across our kids’ channels.”