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TOMY launches first brand-focused TV sponsorship in ‘biggest campaign ever’

Tomy has launched its first brand focused TV sponsorship deal in what it has billed it’s “biggest campaigns to date,” focusing on Toomies and Aquadoodle brands.

The firm inked its own sponsorship deal with the UK’s leading commercial kids’ network VIMN Kids across its pre-school channels Milkshake and Nick Jr.

The deal will run throughout the summer holidays and back to school period.

It will see Tomy take over the Channel 5 Milkshake sponsorship slot on the pre-school block from July 28 to August 31 with the campaign also running on pre-school pay TV channel Nick Jr in the afternoon slot.

The sponsorship deal was brokered by Tomy’s new media agency Generation Media and booked through Sky Media.

Tomy will use the sponsorship package to showcase its Toomies and Aquadoodle collections, both tipped to be big sellers in the run up to and during the Christmas shopping period.

By partnering with both Milkshake and Nick Jr, Tomy’s sponsorship campaign is expected to deliver over 1,600 housewives and children 0-3 TVRs and reach an estimated 50 per cent of its target audience. It wil be backed by a heavyweight AV campaign covering kids’ commercial channels and YouTube.

Nicola Jenkins, head of marketing, Tomy UK, said: “This is one of our biggest campaigns to date. Our sponsorship will drive awareness to our pre-school brands among our key target audience while amplifying our brand values and utilising the playful style of Milkshake’s brand idents to bring our brands to life.

“This is the first time we have invested at a brand level in sponsorship at Tomy and we cannot wait to see the results.”

Mark Swift, SVP, UK comnmercial and international ad sales at VIMN, added: “The sponsorship of VIMN Kids pre-school channels is an excellent way for brands to reach different pre-school audiences in the commercial PSB and pay TV sectors on channels which show the very best content for British kids.”

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