Lego announced as sponsor of CITV's weekday breakfast programming
Lego has been revealed as the sponsor of CITV's weekday breakfast programming, in a deal negotiated by ITV Commercial and Carat Sponsorship.
Hero Factory is Lego’s buildable action figure line, and the sponsorship will see a number of idents in rotation across the campaign period – from now until the end of the year - that have been specifically developed to communicate the core Lego construction element of the range.
Eloise Kurtis, brand manager at Lego, said: "It’s great to partner Lego with the biggest commercial kids’ channel in the UK. The idents look fantastic, and are a great platform to communicate the core product values and showcase the range of products available in the run up to Christmas."
Clarke Dougherty, sponsorship executive at Carat, said: "The breakfast strand on CITV is the perfect environment for Lego to effectively target their core boys’ audience. The sponsorship will ensure Hero Factory has a strong share of voice across a key time of year, helping drive consideration through the frequency of messaging."
This is Lego’s first tie-up with the broadcaster since 2008.
Dave Murphy from CITV said: "We are very excited to welcome Lego to the CITV weekday breakfast sponsorship slot. We believe the partnership is a great brand fit, and look forward to working with them to activate the partnership."