Mattel lines up TV sponsorship splash

Mattel claims to have signed the toy industry’s biggest TV sponsorship deal with two of its last quarter campaigns.
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Sponsorship of Five kicks off in July, featuring key Fisher-Price products on pre-school children’s strand Milkshake! The campaign will feature sponsored ad break bumpers running for the duration of the strand. Reaching a core audience of girls and boys aged two to six-years-old and their mums, the sponsorship will run through to December.

Part of the sponsorship will also support the new Barbie entertainment property, Island Princess, introducing girls to the story and characters from the movie.

The deal also includes primary sponsorship of the Milkshake! website, which averages over 1.1 million page impressions per month.

Jean-Christophe Pean, managing director of Mattel UK said: “We will continue to demonstrate our commitment to the trade by investing in TV, supporting our products by creating consumer demand. These two great new TV sponsorship packages allow us to add additional value to our consumer message in addition to our normal heavyweight TV campaigns.

“This sponsorship package with Five is ideal for us to communicate our younger portfolio on a channel that we know successfully delivers that audience. But this is not all, we wanted to make sure we captured an older audience as well, so we are delighted that we have secured a second sponsorship programme with the CITV channel, targeting the four to nine year old”.

Starting at the end of May for 14 weeks, the campaign will consist of a series of bumper ads featuring an animated Pixel Chix character. The campaign will engage viewers in Pixel Chix’s sassy attitude and humour while communicating key products.

The sponsorship will achieve over 1,100 kids TVR’s and will include extensive online activity, including banner advertising, competitions and an interactive Pixel Chix game, with a reach over 1.5 million unique users.

“Mattel is already the UK’s leading TV advertiser to children but we are constantly seeking new ways to make TV work harder for our products and customers. These exciting new sponsorship opportunities are the ideal way to complement our existing campaigns and extend beyond the reach of traditional Q4 advertising. We will continue to invest in TV advertising to drive sales year round,” concluded Pean.

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