Mattel has prolonged its sponsorship deal with Channel 5’s kids channel Milkshake to include a Live Theatre Tour.
This tour will be in association with Fisher-Price, which will have branding at 80 events both on stage and in the form of merchandise. It kicks off on July 21st.
Mattel’s pre-school Fisher-Price brand will continue to have on-air sponsorship of Milkshake, and the partnership will now include online advertising for the first time.
There will also be print advertorials in OK! Magazine.
Milkshake reaches more housewives with children and more kids aged between four and six years old than any other commercial kids channel. Key shows include Peppa Pig and Noddy.
The sponsorship was negotiated through Mattel’s agency Carat and its sponsorship team.
Fisher-Price’s senior marketing manager Wendy Hill said: “We have had a very successful relationship with Milkshake for many years and we are really excited to be extending our partnership with these new platforms.
“As we continue to build our experiential relationships engaging mums and children with our extensive portfolio of brands, the tour allows us create an exciting new direct dialogue.”
Agostino Di Falco, head of partnerships at Channel 5, added: “The Milkshake brand has great potential to stretch into new areas, as is evidenced by the upcoming tour.
“Through Carat Sponsorship we have been able to create a partnership with Mattel so that we can leverage the property on-air and on the ground to both Channel 5 and Mattel’s advantage.”
Want to receive up to the minute toy industry news straight to your inbox? Click here to sign up for the free ToyNews Daily Digest and Newsflash services. You can also follow ToyNews on Twitter and Facebook.