Mattel takes NickToonsters ad breaks

118runners

Toy company Mattel has signed a deal to take over the first ad break of every hour during the launch day of NickToonsters, the Nickelodeon spin-off, on August 18.

Mattel toys will feature during the entire first ad break, showcasing key brands including Barbie, Hot Wheels, Batman, My Meebas and Radica Password Journal, in a deal negotiated by Nickelodeon sales house Viacom Brand Solutions.

The toy company has also committed to a heavyweight campaign across the channel in the run-up to Christmas.

The deal follows two sponsorship tie-ups for Mattel’s flagship Barbie brand with Turner Media Innovations across its Cartoon Network channels, and VBS on Nick Jr (MW last week).

Mattel has committed toa year-long programme of activity and initiatives to support Barbie, which turns50 next year.

Mattel marketing director Jackie Jordan says that it is already the toy industry’s “leading” TV advertiser. However, she adds that Mattel wanted to showcase its portfolio of brands during NickToonsters’s launch day and further extend its relationship with Nickelodeon.

NickToonsters will launch on the Sky digital platform and aims to bridge the gap between Nick Jr to Nicktoons, for five to seven-year-olds.

It launches with popular animations, including The Rugrats, Hey Arnold and The Wild Thornberrys, with a slightly more female skew than NickToons, which is also targeted at an older audience.

VBS managing director Nick Bampton says the launch aims to cement Nickelodeon’s position as the number one children’s commercial network.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here