Lego City is growing its relationship with Nickelodeon by sponsoring a strand on Nick Toons every weekday evening.
In a first for Lego City, Nick Toons has created five and ten-second CGI animations for the campaign. These will run in and out of programmong and ad breaks on the strand, on air on weekday evenings between 6pm and 8pm.
The first blast of the sponsorship - which has been designed to support three Lego City ranges: Police, Space (pictured) and Harbour - is currently running until April 3rd. A second spell is planned from August 22nd to October 28th.
"The sponsorship takes the campaign to a whole new level from where we have been in the past, adding lots of humour and bringing the stories within the set to life," said Lego's Laura Di Bonaventura. "They make me laugh every time I watch them and I am sure kids will love them too."
Sky Media's Julia Scales - who brokered the deal with Di Bonaventura and Robert Honeywood from Carat Sponsorship - added: "The relationship between Lego and Nickelodeon has grown over the past six years, giving both parties the confidence to constantly push boundaries and try new ideas which further draw together the two brands."