LeapFrog pushes toy brands in children’s TV sponsorship

LeapFrog Toys is starting a series of programme sponsorships on children’s television network Nickelodeon next week as part of &£2.5m brand push.

LeapFrog, which makes technology-based educational toys for pre-school children, will sponsor Thomas the Tank Engine & Friends from next week, as well as Dora the Explorer from October.

The sponsorship is part of a drive to build awareness of three core products: the LittleTouch LeapPad Learning System, My First LeapPad and the Leapster V-Tech handheld learning system. The sponsorship idents were created by Ackerman McQueen in conjunction with Nickelodeon.

As well as idents for Thomas and Dora, LeapFrog is running TV advertising campaigns for the three core products, the first of which will be aired at the end of this month.

There will also be a launch campaign for a new product, the LMax. The LMax is an interactive electronic learning system that enables children to interact with characters on their TV screens. Children can talk and write together with their favourite characters, such as Dora and Thomas.

As part of the launch campaign, print advertising for the LMax will run in consumer and parenting titles. The LMax will be targeted at all children, but specifically those with speech difficulties or impediments.

Earlier this year LeapFrog appointed Anders Kloster, former UK general manager at Lego, as managing director (MW February 3). He replaced Richard Body.

LeapFrog’s media planning and buying is handled by Zenith Optimedia.

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