Turner teams up with Lego

Hat-trick of Lego commercial deals to kick off during February half-term.
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Turner Media Innovations has signed a deal with the supplier for a series of commercial deals kicking off this February half-term.

The first is a campaign for the launch of new construction toy range, Lego Atlantis, based on the underworld city.

The Lego Group has commissioned TMI to make a series of promotional spots, airing from February 11th, to drive to online activity including the exclusive UK premiere of the Lego Atlantis mini-movie.

This will be followed by a sponsorship tie-in for the new launch of Lego Ben 10: Alien Force. The Lego Group will sponsor the new TV series on Cartoon Network from February 15th, and will additionally sponsor Turner Broadcasting’s recently launched online application, Ben 10: Alien Maker.

Thirdly, kicking off on February 18th, is repeat business between TMI and The Lego Group for the Lego Star Wars range. It is the third collaboration between the two parties for this range, and comes on the back of a high rate of conversion from advertising to sales.

As part of the deal, Lego will sponsor the new series of Star Wars: The Clone Wars on Cartoon Network from February 13th.

Elizabeth Anyaegbuna, group account director at Turner Media Innovations said: “The Lego brand is a blockbuster one and they’re fantastic partners to work with.

"This triple round of business for this key first holiday period of the year is a great win for the Turner Media Innovations team. We’re all about demonstrating effectiveness and repeat business is a terrific testament to that.”

Angie Tutt, senior brand manager at Lego UK added: “Our commitment to advertising through the economic downturn has contributed to continued sales increases across our portfolio.

"Working with key partners like Turner Media Innovations has helped us maximize the awareness of our properties, and see visible return on investment.”

All deals were negotiated and managed by Carat Sponsorship’s Rob Honeywood.

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