Disney’s preschool TV channel Playhouse Disney has signed a sponsorship deal with Smyths Toys Superstores, which will run for the rest of 2009.
The retailer will become the sole on-air sponsor of Mickey Mouse Clubhouse - the first CGI-animated Mickey Mouse series created specifically for preschoolers. The four-month campaign includes a 10-second dedicated sponsorship bumper to promote the association, targeting preschoolers and their parents.
The sponsorship of Mickey Mouse Clubhouse across Playhouse Disney and Disney Channel will help drive consumer awareness of the launch of Smyths Toys Superstores’ new ‘Mickey’ range across its toys, games and puzzles and home products, and position the retailer as a destination store for Mickey product.
Smyths Toys Superstores will also be supporting the range launch via in-store point of sales, promotion in its catalogue and online coverage.
Michael Ghosh, UK sales director of Disney, said: "Mickey Mouse Clubhouse is the number one series on Playhouse Disney and this sponsorship offers Smyths Toys Superstores a great opportunity to talk directly to their audience via the channel. Smyths is a very important partner for Playhouse Disney and we’re delighted that they can help to extend preschoolers’ experience of the show beyond the channel."
Padraig Smyth, owner of Smyths Toys Superstores, added: "We are thrilled to be strengthening our existing relationship with Disney through this partnership. Our aim was and is to make Smyths synonymous with Mickey Mouse Clubhouse and make our stores one of the key destinations for Mickey Mouse products this Christmas and beyond."