Lego tries TV sponsorship to cut through spot ad ‘clutter’

Toy brand Lego is seeking to target children more effectively by cutting through the "clutter" of spot advertising on television, according to brand manager Kirstin Bates.

It is stepping up its TV programme sponsorship in the run up to Christmas, and has signed a deal with Viacom Brand Solutions that sees its Duplo brand sponsor Thomas the Tank Engine and Friends on Nickelodeon.

It is the first time Duplo has sponsored any programming and the first time that Lego has teamed up with Nickelodeon. The deal was negotiated through its media buying agency, Carat.

The sponsorship launches next week and runs until mid-November. Lego brand manager Kirstin Bates says the clutter of spot advertising means children’s brands must find more innovative ways of reaching consumers.

Children’s TV faces reduced budgets as Ofcom gears up to tighten restrictions on advertising to children.

The Duplo activity on Nickelodeon, which includes spots promoting its "building" element are designed to drive children online to a dedicated microsite.

Lego signed up to sponsor the entire CiTV programming schedule on ITV1 this month, and earlier in the year unveiled a community-based strategy that has seen it develop its online offering and build on its dedicated fanbase.

As part of its Web push, Lego poached Levi European head of digital marketing Helene Venge to develop its online strategy.

Recommended

Volkswagen picks Schaller to run commercial division

Marketing Week

Volkswagen has promoted Stephan Schaller to run its commercial vehicles division. He will replace Bernd Wiedemann, who retires at the end of this year after 35 years at Volkswagen. Schaller, a former BMW executive, has been a member of the division’s board with responsibility for product manufacturing since 2004. He will take over as head […]

Vibrant Media launches user-initiated online advertising service in UK

Marketing Week

Internet advertising specialist Vibrant Media is launching a new service in the UK that allows brands to deliver user-initiated advertising online. The product, IntelliTXT Video, delivers television-style creative within the text of online content. The service launched in the US earlier this year, and brands already using the service there include Intel, Sony, Toyota and […]

Comments

    Leave a comment