Marketing World Tomy and Viacom partner on sponsorship deal The deal was brokered by Tomy’s new media agency Generation Media and saw Tomy sponsor the UK’s No. 1 commercial kids network VIMN Kids (Viacom International Media Networks) across its pre-school channels Milkshake! and Nick Jr. Running during August and the back to school period, the sponsorship package showcased Tomy’s Toomies and Aquadoodle collections, which both have strong appeal to Milkshake! and Nick Jr’s distinctive pre-school and family audiences, and also featured on pre-school pay TV channel Nick Jr. in the afternoon slot. By partnering with Milkshake! and Nick Jr. Tomy’s sponsorship campaign is estimated to deliver over 1,600 Housewives and Children 0-3 TVRs and reach an estimated 50% of its target audience. Tomy’s sponsorship will also be backed by a heavyweight AV campaign covering kids’ commercial channels and YouTube with the objective of bolstering sales of Toomie and Aquadoodle collections. Nicola Jenkins, head of marketing, Tomy UK, commented: “This is one of our biggest campaigns to date. Our sponsorship will drive awareness to our pre-school brands amongst our key target audience while amplifying our brand values and utilising the playful style of Milkshake’s brand idents to bring our brands to life. This is the first time we have invested at a brand level in sponsorship at Tomy and we cannot wait to see the results.” Mark Swift, SVP UK commercial and international ad sales at VIMN, added: “The sponsorship of VIMN Kids pre-school channels is an excellent way for brands to reach different preschool audiences in the commercial PSB and pay TV sectors on channels which show the very best content for British kids.”
Ben 10 Alien Party Tour visits Smyths Toy Superstores this summer Events ran across the country throughout August, including competitions, assault courses, face painting and costume character appearances. Cartoon Network has also created a digital Ben 10 Alien Party Kit so that fans can host their own themed party at home. The kit is available to download from the Cartoon Network website. The event also ran a competition to win the ultimate Ben 10 Alien Party for 30 friends at their nearest Smyths store, with exclusive access to the assault course, an Omni-enhanced augmented reality experience, costume character appearances, face painting and Ben 10 goody bags. The Alien Party Tour and competition was promoted by Smyths Toys in-store and through its social media channels, as well as the Cartoon Network website and social media channels. Graham Saltmarsh, director of licensing, Northern Europe commented: “Ben 10 is one of the most successful boys’ properties of all time and bringing it to life through our Alien Party Tour is a great way for fans to get stuck in and experience it for themselves. We know that activities like this, which engage fans of the show in a fun and meaningful way, result not only in an uplift in retail footfall and consumer product sales, but also a feel-good factor that provides fans with a deeper, long-term connection to our brand.” Ben 10 currently airs every day at 4pm on Cartoon Network. Mark Swift, SVP UK commercial and international ad sales at VIMN, added: “The sponsorship of VIMN Kids pre-school channels is an excellent way for brands to reach different preschool audiences in the commercial PSB and pay TV sectors on channels which show the very best content for British kids.”
Topps appoints Playtime PR for Match Attax Topps has hired the specialist toys and games PR agency to manage PR activity for the 2018/19 season of Match Attax. Handling both consumer and trade media relations, influencer outreach programmes and PR support for the extensive calendar of Match Attax live consumer events across the UK, Playtime will work with Topps from September on the new season launch. Topps’ marketing director Rod Pearson commented: “Match Attax is an incredibly important brand to us and we’re looking forward to working with Playtime on the new season launch, bringing the trading card collection and game to an even wider audience of young football fans.” Playtime PR’s founder and managing director, Lesley Singleton, added: “Match Attax is a phenomenal brand that attracts new fans and collectors every year. We’re looking forward to becoming an extension of the Topps team, seeking out every possible media opportunity for the brand and amplifying the fantastic marketing activities planned for the 2018/19 season.”Ben 10 currently airs every day at 4pm on Cartoon Network. Mark Swift, SVP UK commercial and international ad sales at VIMN, added: “The sponsorship of VIMN Kids pre-school channels is an excellent way for brands to reach different preschool audiences in the commercial PSB and pay TV sectors on channels which show the very best content for British kids.”
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