Turner signs trio of pan-EMEA toy campaigns

Tuner Media Innovations has inked deals with Hasbro, Bandai and Spin Master.
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Turner Media Innovations said it has witnessed a sharp rise in clients seeking pan-EMEA advertising campaigns this year.

The firm is now set to roll out bespoke pan-EMEA campaigns for Hasbro, Bandai and Spin Master on its flagship kids’ channel Cartoon Network.

The Turner-produced campaigns for Bandai’s Ben 10 figurine range and Hasbro’s Transformers range will represent the first time that either toy maker has commissioned a fully integrated pan-EMEA campaign on Turner Broadcasting channels.

The Bakugan activity for Spin Master is the second burst of this level of activity on the network, following a successful pan-EMEA debut on Cartoon Network in April.

The deals follow TMI's announcement in September that it has secured a high profile pan-EMEA order with Sony Pictures Releasing International. The nine movies Cartoon Network sponsorship deal includes current titles The Adventures of Tin Tin: The Secret of the Unicorn and Arthur Christmas.

Adam Eagle, head of sponsorship and promotions, EMEA at Turner Media Innovations said: "2011 has been a phenomenal year in which we have seen our pan-EMEA advertising business grow from an occasional campaign to three fantastic wins in this key retail period in the run up Christmas.

"All three are brilliant clients to work with and we’re thrilled to extend the proven success of our UK campaigns for them across our EMEA portfolio. Pan-EMEA campaigns are great for the client and great for us – for clients they represent benefits of scale and for us they open up a whole new revenue stream."

Bandai’s pan-EMEA campaign for its Ben 10: Ultimate Alien range will run across 12 markets and includes on-air sponsorship and spot activity, an online campaign which sees Bandai take over the microsite for Ben 10: Ultimate Challenge, a new game show on Cartoon Network. The on-air activity will be sponsored by Toys R Us in eight markets and an individual toy retailer in each of the other four markets.

To promote Spin Master’s Bakugan: Gundalian Invaders range, TMI has created an on-air and online campaign which will roll out on Cartoon Network in nine territories across EMEA.

The new campaign is for the latest Bakugan Sky Raiders products and includes the chance to win the entire product range in a unique collector’s case made exclusively for the campaign. Previous activity in April for Bakugan: Battle Gear drew over 150,000 competition entries in all territories.

The campaign for Hasbro’s Transformers will include on-air sponsorship and spot activity, and an online game. There will be major retail partners involved in the UK, Scandinavia and the Middle East.

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