Lego clicks with CiTV

Lego has sealed a sponsorship deal with ITV as it looks to maximise the awareness of its brand portfolio in the build up to the important Christmas selling season.
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The deal includes Lego sponsoring CiTV programming from Mondays to Saturdays, as well as activity on the CiTV website.

CiTV's autumn schedule includes the likes of My Parents Are Aliens, Pocoyo, Teenage Mutant Ninja Turtles, Spongebob and King Arthur's Disasters, as well as new shows Skyland, Curious George, Bels Boys, Jim Jam & Sunny, Tricky Quickies and Horrid Henry.

"As one of the leading toy companies and market leader in the construction toy category, it is our continuing strategy to offer innovation on core products, while balancing classic lines with new exciting ranges," said Clare Cullinane, brand manager at Lego.

"Our sponsorship with CiTV gives us the great opportunity to be front of mind with our core audience during the most important buying period, increase our overall reach and communicate our brand essence in a fun and innovative way."



LEGO upbeat despite losses

LEGO believes it has turned the corner despite net losses doubling to 1.9 billion Danish Kroner (£170m) after special items and the firm has finally decided to sell its theme park business.

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