Fisher-Price sponsors Milkshake! on Five

Toy brand Fisher-Price will sponsor broadcaster Five’s pre-school strand Milkshake! The six-month deal also includes the Milkshake! strand on digital channel Five Life.

The package includes on-air idents, break bumpers and “extensive” off-air support. The broadcaster has also signed its first hyperlink deal, with the Fisher-Price website placed through relevant Five webpages with branded sponsorship bumpers and online song and dance downloads. MindShare brokered the deal.

It follows the signing of a £1m-plus deal that will see Korean carmaker Kia sponsor the broadcaster’s US crime drama series (MW June 21). Kia is sponsoring CSI, CSI Miami, CSI NY, Law and Order, The Shield, NCIS and Criminal Minds.

The carmaker’s new managing director Paul Philpott wants to build the marque’s brand awareness in the UK.

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