kiX! Is a new digital channel, broadcasting on Sky channel 627, targeting boys aged seven to eleven with an interest in action, music and extreme sports.
Mega Brands will sponsor core viewing hours of breakfast, after-school and weekends with 1120 TV spots throughout November including cross promotion on other CSC Media Group channels, such as Pop and Tiny Pop.
The campaign will feature 70 and 30 second trailers plus five and ten second break bumpers. Alongside this there are three week-long competitions, each focused on key brands.
The sponsorship and competitions will promote iCoaster, the MagNext range and Struxx.
Grant Timms, marketing controller for Mega Bloks said: “This is an exciting opportunity for us and an excellent chance to showcase our growing boy’s portfolio. We know that the kiX! Sponsorship will build brand awareness with our key demographic.
“The activity is over and above our 2008 advertising plans and brings valuable synergy and incremental opportunities for our customers.”