Nickelodeon has signed up doll brand This Is Me as the sponsor of the first UK Kids’ Choice Awards. The inaugural ceremony will be held in London in October.
The sponsorship aims to help the brand, which launches in the UK later this summer, steal share from Bratz, which dominates the fashion doll market. The deal will be supported by a cinema campaign that will focus around family and kids’ films, including the Bratz movie.
The This Is Me range, distributed by toy company Character Options, includes nine dolls, clothing and accessories. The distributor says the brand’s values of self-confidence, moral values, and “wholesomeness” will appeal to children and parents.
The annual awards ceremony has been hosted in the US for 20 years, becoming the world’s biggest made-for-kids awards show, but has never been held in the UK.
Nickelodeon sales house Viacom Brand Solutions (VBS) brokered the deal with Character Options, which covers TV, online and event sponsorship. It will also include pre-show coverage, including blocks of air-time on Nickelodeon.
The toy brand will also receive online branding at www.nick.co.uk as well as its own microsite, branding on all retail promotions and a presence at the event.