Lego announces TV sponsorship

Lego has unveiled a sponsorship collaboration to promote Lego's new Star Wars range on Cartoon Network.
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Media Week has reported that the sponsorship package with Turner Media Innovations will centre around the new weekly animated series, Star Wars: The Clone Wars, which will be first aired on February 14th.

Lego Star Wars will also sponsor a Clone Wars area on the Cartoon Network website. The deal was led by Carat sponsorship manager Maria Donaldson. Carat hold Lego's media planning and buying business.

The initial activity will hit screens during the Easter period and an on-air call to action is aimed at driving viewers to a customised competition area on a Lego Star Wars microsite. Turner Media Innovations has produced a series of animated idents for the campaign.

Turner Broadcasting expects Star Wars: The Clone Wars to reach more than one million boys aged between four and nine years old.

Lego's new Star Wars range includes themed toys and building packs based on characters and vehicles from the series. A Lego Star Wars microsite offers downloadable computer wallpapers and screensavers, together with a game which tests users' light sabre skills.

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