The campaign, which started this month, will include 20-second television webdrive spot, a microsite and an eTV game.
A Skeleflex sponsorship block called “The Weekend Freakout” and a separate TV spot that will be used as part of the firm's EMEA advertising push, will also be part of the deal, which is due to run on Cartoon Network until November.
The Skeleflex microsite will feature games and competitions giving children the opportunity to win the Skeleflex products including the Dino Powerflex Lab.
Additionally TMi in collaboration with Turner’s Digital Media department has created a Skeleflex eTV game, in which children battle it out with an assortment of dinosaurs and aliens in order to complete the maze.
Skeleflex is a ball-and-socket building toy, which kids can use to create dinosaurs, aliens, or a mixture of the two. Its interchangeable bone-shaped pieces can create creatures with life-like movement.
Adam Eagle, director of sponsorship and promotions at Turner Media Innovations said: “I’m delighted that TMi were chosen to put together the launch campaign for Skeleflex, which will be rolled out across a raft of pan-European channels.”