This ad will be closed automatically in X seconds.

Hasbro & Turner team for Play-Doh brand push

Sponsorship deal for Play-Doh Town includes TV, digital and social media activity.

Hasbro is teaming up with Turner to help celebrate the Play-Doh brand’s 60th birthday this year.

New launch Play-Doh Town – which aims to inspire creative storytelling through themed play-sets, vehicles and figures – will be backed by a sponsorship campaign across Cartoon Network, Boomerang and Cartoonito, taking in TV, digital and social media activity.

Turner has reimagined the Boomerang and Cartoonito channel environments, creating new 10-second interstitials made out of Play-Doh and featuring Play-Doh Town products.

In addition, both channels will run 30-second on air competition spots, showing the range of Play-Doh Town play-sets and encouraging kids to visit the Boomerang microsite and create their own story.

The winners of the Play-Doh Town story competition will have the opportunity to see their creations on air across Cartoon Network, Boomerang and Cartoonito in May and June. A Play-Doh Town prize bundle to also on offer for one lucky winner.

Bespoke online banners will also run across, and, as well as social media support via Facebook and Twitter.

“We’re thrilled to be partnering with Turner across their leading kids’ channels Cartoon Network, Boomerang and Cartoonito to support the launch of our brand new Play-Doh Town range,” said Craig Wilkins, marketing director at Hasbro.

Zara Peters, sponsorship and promotions director at Turner, added: “Hasbro is all about offering kids the ‘World’s Best Play Experiences’ and encouraging them to be creative – something that Turner recognises and values.”

The deadline for entries into The Licensing Awards 2024 has been extended to Thursday 6 June....
The changes see the introduction of the ‘Portal’ - a window into the world of Primark, which will be used across campaigns and the wider brand world; bringing everything Primark offers to life....
The initial focus is on apparel, fashion accessories, gifts, novelties, socks, jewellery, headwear and pet toys for the US market....
The agency will now spearhead the management and expansion of VW’s existing licensing programme, extending the brand into new categories and key consumer markets worldwide....
Rubber Road's Liam Taylor on a summer of big movies and sporting events, and a hopeful return of the 'feel good factor'....
Bravado and Pophouse will be marking 50 years of KISS this year, with a number of special releases and a look ahead to a new era of projects....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.