Toy company TOMY has teamed up with Viacom International Media Networks (VIMN) UK & Ireland to sponsor Channel 5's preschool block Milkshake and top-performing commercial preschool channel 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 Saturday 28th July to Friday 31st August 2018 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 Aquadoodle Peppa Pig
TOMY will use the sponsorship package to showcase its Toomies and Aquadoodle – which includes a licensed Peppa Pig product – collections. Both will have strong appeal to Milkshake! and Nick Jr’s distinctive pre-school and family audiences. Toomies offers fun, high quality toys that feature quirky characters and hidden surprises whilst Aquadoodle encourages creativity, drawing ability and learning through play. Products also stand out to parents as each toy provides huge developmental benefits for children.
“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 amongst 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.
TOMY Toomies Octopals Bath Toy
“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.”
Milkshake! is the number one commercial pre-school channel during the Milkshake! day part and Nick Jr. is the number one commercial kids channel on the kids EPG (Source: BARB, All Homes, Kids 4-15, January 2018 – 24 July 2018).
By partnering with Milkshake! and Nick Jr. Tomy’s sponsorship campaign is estimated to deliver over 1,600 Housewives and Children 0-3 TVRs and reach an estimated 50 per cent of its target audience. Tomy’s sponsorship will also be backed by a heavyweight AV campaign covering kids commercial channels and YouTube with the objective of bolstering sales of Toomie and Aquadoodle collections.
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Sources: Licensing Source, Toys 'n' Playthings, Toy World Magazine, Rapid TV News; Product images via Argos.
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