Toy company Mattel has announced a three month sponsorship programme with kids channel CITV in the run up to Christmas. Polly Pocket and electronic toy Woogies will be sponsoring the 4pm to 9pm autumn programming strand for three months from September.
The campaign has been negotiated by Carat Sponsorship for Mattel and will feature a series of 10-second sponsored ad break bumpers, starting Polly Pocket positioned around girls’ shows and Woogies around boys’ shows.
The campaign will also be fully integrated with the CITV website and include online vote pods, online advertising and microsite competitions.
Earlier this month, Mattel-owned toy brand Barbie announced sponsorship deals with Cartoon Network channels, Nick Jr and online running until Christmas. These campaigns have been negotiated by Turner Media Innovations and Carat Sponsorship.