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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 cartoonnetwork.co.uk, boomerangtv.co.uk and cartoonito.co.uk, 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.”

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