Cartoon Network partners with Xbox to promote flagship show

Turner Broadcasting and Microsoft’s Xbox are teaming up for a branded partnership across the Xbox and Kinect networks to help promote new Cartoon Network show The Amazing World of Gumball (pictured).


The Amazing World of Gumball is the first cartoon show produced by Cartoon Network in the UK. It launched in the US in May.

Bespoke animation has been created for the Xbox for the first time. It will sit within the Xbox Live homepage called Spotlight, also accessible on Kinect, to create a branded environment.

Turner Broadcasting’s UK marketing team has worked in partnership with The Amazing World of Gumball production team and the Xbox senior design team in the UK and the US to create the animated environment.

Turner is targeting kids aged 4 to 11 with the interactive activity to showcase the cartoon. There will be themed player avatars and wallpapers for users to download and millions of Xbox credits to give away.

The Xbox branded partnership as part of a campaign which includes cinema, TV and online activity.

Director of consumer marketing at Turner Broadcasting Sally Bezant says: “This is a truly engaging partnership which takes our content out to where kids are, and allows them to experience and interact with it in a totally new way.”

Chris Breeze, solution sales executive for Xbox adds: “Xbox will help Cartoon Network reach the core audience of 4-11 year old kids, as well as the parents who are the ultimate decision makers. The experience for the users will be highly interactive and engaging encouraging dwell time and repeat visits.”

The Xbox partnership was brokered by MediaCom on the back of research carried out by Mediacom London, which showed that games consoles and in particular Xbox, are becoming a core media platform for younger kids in the UK, with 4.1M of the 6.7M Xbox’s sold within UK in the last 12 months to households with children 3-15yrs.

Latest from Marketing Week


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


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.


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.


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 3703 or email

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