Lego to push new range through kids’ channel deal

Toy brand Lego is to build on its resurgent popularity with a series of commercial deals with Turner Broadcasting’s Cartoon Network.

Lego was the only top five toy manufacturer to post a value sales growth year on year in 2009, at 28% according to NPD.

Lego intends to maintain levels of marketing spend and is launching a campaign for new construction toy Lego Atlantis with promotional spots on the children’s TV channel to drive viewers to online activity.

There will also be a sponsorship tie-up with the channel to promote the launch of Lego’s Ben 10 Alien Force range. Lego will sponsor the Ben 10

TV series and parent company Turner Broadcasting’s recently launched online application Ben 10: Alien Maker.

Lego has also signed a repeat deal with Turner Media Innovations for the Lego Star Wars range. As part of the deal, the toy manufacturer will sponsor the new series of Star Wars: The Clone Wars.

Lego UK senior brand manager Angie Tutt says: “Our commitment to advertising through the economic downturn has contributed to our continued sales increases.”

All deals were negotiated and managed by Carat Sponsorship.

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