Lego is to sponsor Disney’s half term stunt – Too Ghoul for School – to promote its new spook-themed Monster Fighters range.
The campaign will run from October 27th to November 2nd from 9am-8pm, encompassing Halloween itself.
Carat Sponsorship and Disneymedia+, the integrated ad sales and promotions operation of Disney UK & Ireland, meet the deal to drive maximum awareness among boys during this the fright holiday.
Lego’s Monster Fighters is a Halloween range of characters that dual with classic monster characters, such as Frankenstein’s monster.
The sponsorship uses five and 10-second bumpers to introduce the Monster Fighter characters and promote the URL.
Off-air activity includes a micro site featuring training games for Monster Fighters, themed Vampyre and Ghost monster masks to print out, a mini movie, a competition and information on the full product range and descriptions of all the characters.
Bobi Carley, commercial director of Disneymedia+ UK & Ireland, said: “As one of the best loved toy brands on the market, Lego is the perfect fit for Disney XD’s audience. Working with Lego, we will launch a creative and interactive campaign, adding value for Lego and Disney XD fans.”
Lego Monster Fighters brand manager Eloise Kurtis said: “The Too Ghoul for School campaign is the perfect fit for Monster Fighters. Halloween is naturally a key period for the range and the partnership with Disney XD provides exact targeting for our range of monsters!”
This campaign follows the current Lego Friends sponsored weekends on Disney Channel, which began this September and run until the end of November, promoting Lego’s girl-focused product range through 30-second competition blocks and online activity.