Polly Pocket and new electronic boys toy Woogies will be sponsoring the 4-9 autumn programming strand for three months from September through to the start of December.
The campaign will feature a series of 10-second sponsored ad break bumpers with Polly Pocket positioned around girls’ shows and Woogies around boys’ programming.
It will also be fully integrated with the CITV website which will include a dedicated Woogies microsite plus competitions and online vote pods as well as online sponsorship advertising on leaderboard, skyscraper and megaskyscraper for both Polly Pocket and Woogies.
All Polly Pocket online activity will drive traffic to the Polly site which all ready has 250,000 registered users and 45,000 visitors per week.
Mattel marketing director, Jackie Jordan, said: "Mattel is already the toy industry’s leading TV advertiser but we are constantly seeking new ways to make TV work harder for our products and customers. This exciting new sponsorship opportunity is part of our ongoing relationship with ITV and is an ideal way to complement our existing marketing programmes and extend beyond the reach of traditional Q4 advertising."
Emma Tennant Controller of CITV and ITV 3 explained: "I am thrilled with this sponsorship deal with Mattel, it’s testament to their belief in the channel’s recent success in the children’s market. The CITV channel is currently the top rated commercial kid’s digital channel in the United Kingdom. In May alone 59 programmes took over 100,000 children which is nearly double the amount that the channel had in May 2007."