The multimedia campaign includes TV, press, in-store, online activity and uses the strapline “Do your thing”.
The ITV partnership includes a homepage takeover, presence on the Britain’s Got Talent website, and a competition inspired by the TV talent show to find four kids to front the next M&S childrenswear campaign.
Parents are invited to upload a 60-second video clip that demonstrates their children’s talents and hobbies on the M&S Do Your Thing microsite.
M&S will also appear on the official Britain’s Got Talent YouTube channel around clips of the 2011 series.
Karl Doyle, M&S director of kidswear says: “This is part of a wider strategy to grow our kidswear business and take on those that are ahead of us in terms of market share. We are very strong in schoolwear, nightwear and essentials and can see very exciting growth opportunities in the more fashion-led categories.
Fru Hazlitt, managing director of ITV Commercial and Online says the partnership is part of the broadcaster’s commitment to “work with our clients in new and innovative ways” across all of ITV’s platforms.
The campaign, created by Rainey Kelly Campbell Roalfe/Y&R, features music by The Go! Team.
The TV ad breaks on Saturday (23 April).