LEGO is going to sponsor all weekday CITV breakfast programming until the end of the year.
The campaign, led by Carat Sponsorship, marks LEGO’s first deal with the broadcaster since 2008.
"It’s great to partner LEGO with the biggest commercial kids’ channel," said Eloise Kurtis, brand manager at LEGO.
"The idents look fantastic, and are a great platform to communicate the core product values and showcase the range of products available in the run up to Christmas.'
The sponsorship will run during the Q4 from September 2nd to December 27th and will focus on LEGO's Hero Factory range.
The product line will appear in the campaign in idents developed to highlight the construction component of the range.
"The breakfast strand on CITV is the perfect environment for LEGO to effectively target their core boys’ audience," said Clarke Dougherty, sponsorship executive at Carat.
"The sponsorship will ensure Hero Factory has a strong share of voice across a key time of year, helping drive consideration through the frequency of messaging."