The integrated deal will include TV sponsorship, a campaign website and event sponsorship of the Boomerang Pet Personality Awards.
The awards ceremony will take place on Saturday 24th July and is a free event in London’s Regents Park. Now in its second year, the awards promote Turner's Boomerang channel.
The TV and online campaign will run on Boomerang, and will feature three products in the FurReal range – Newborns, Snuggimals and Furry Frenzies. Turner Media Innovations negotiated the deal with OMD, and also produced all campaign creative.
Rae Adam, client services director at Turner Media Innovations said: "We’re delighted to welcome Hasbro on board as the first-ever sponsor of the Boomerang Pet Personality Awards. It’s a great example of the added value we bring as a business to be able to offer advertisers the opportunity to sponsor an event of this scale. Most importantly, it’s fun day for the kids, their families and their pets. Who said you shouldn’t work with animals and kids."
Sharon Fosbery, senior brand manager girls at Hasbro said: "FurReal Friends are excited to be part of the Boomerang Pet Personality Awards and sponsor an event which will celebrate children’s love and enthusiasm for their pets. We look forward to an event that will enable children to share and celebrate the place a well loved pet has within their daily lives."