Lego signs TV channel sponsorship package

Turner Media Innovations has signed up Lego in a sponsorship collaboration that will promote Lego’s new Star Wars range on Cartoon Network.

The sponsorship package will centre around the new weekly animated series, Star Wars: The Clone Wars, which will be first aired on February 14. Lego Star Wars will also sponsor a dedicated Clone Wars area on the Cartoon Network website. The deal was led by Carat Sponsorship manager Maria Donaldson. Carat hold the toy brand’s media planning and buying business.

The initial drive will coincide with the key Easter period and an on-air call to action is aimed at driving viewers to a customised competition area on a Lego Star Wars microsite. Turner Media Innovations has produced a series of animated idents for the campaign.

Turner Broadcasting says Star Wars: The Clone Wars is expected to reach more than 1 million boys aged between four and nine years.

Lego’s new Star Wars range includes themed toys and building packs based on characters and vehicles from the series. A Lego Star Wars microsite offers downloadable computer wallpapers and screensavers, together with a game which tests users’ light sabre skills.

Last August, Turner Media Innovations entered into a year-long programme with Mattel flagship brand Barbie across Cartoon Network. The deal was also negotiated by Carat Sponsorship and incorporates the chance for fans to ask Barbie a question about her life, live on Cartoon Network’s portfolio of channels.