Toy company will take over preschool slots on both channels throughout summer.
Toy company TOMY has teamed up with Viacom International Media Networks to sponsor its preschool channels Milkshake and Nick Jr. during August and the back to school period.
The partnership will see TOMY take over the Channel 5 Milkshake sponsorship slot on the preschool block from July 28 to August 31 with the campaign also running on preschool pay TV channel Nick Jr. in the afternoon slot.
The sponsorship deal was brokered by TOMY’s new media agency Generation Media and booked through Sky Media.
TOMY will use the sponsorship package to showcase its Toomies and Aquadoodle – which includes a licensed Peppa Pig product – collections.
“This is one of our biggest campaigns to date,” enthused Nicola Jenkins, head of marketing at TOMY UK. “Our sponsorship will drive awareness to our preschool brands among our key target audience, while amplifying our brand values and utilising the playful style of Milkshake’s brand idents to bring our brands to life.
“This is the first time we have invested at a brand level in sponsorship at TOMY and we cannot wait to see the results.”
Mark Swift, svp UK commercial and international ad sales at VIMN, added: “The sponsorship of VIMN Kids preschool channels is an excellent way for brands to reach different preschool audiences in the commercial PSB and pay TV sectors on channels which show the very best content for British kids.”