Golden Bear has launched a three-month sponsorship campaign with the popular children’s network, Nick Jr.
The new deal will see Golden Bear’s collection of vehicle brands feature on the channel each weekend in sponsored slots running between 9am and noon.
The partnership has been secured in order to support retailers in the run up to the Christmas shopping season.
Golden Bear’s new Volkswagen, V-Dubs, My First JCB and Go Mini will each take its own month-long sponsorship, running alongside existing TV adverts.
The V-Dubs campaign launched earlier this month, showcasing the Rollover RC Beetle. This will be followed by JCB this October, with a range including Talkies, Big Wheelers and the Smash n Bash Crane Playset.
The Go Mini collection will then run throughout November with the twin Turbo Raceway.
“This sponsorship campaign will enable us to cover a large part of our portfolio over the three key months of the year and will be a great addition to the rest of our TV and marketing strategy,” said Rachel Edge, consumer marketing manager, Golden Bear.
“Our vehicle brands form a major part of our portfolio and with world renowned brands among it, it is also a sector which we hope to grow both domestically and on an international scale.
“Supporting our retailers on the run up to Christmas is therefore highly important to us.”