Channel 5 and Mattel expand sponsorship deal
Mattel, sponsor of Channel 5 children’s channel Milkshake! (home to Peppa Pig and Noddy), is to cement its partnership with the broadcaster, both parties have announced.
The deal, negotiated by Carat, will see the partnership extended to encompass online advertising as well as print advertorials in OK! Magazine.
Mattel will also sponsor the Milkshake! Live Theatre Tour, which will include Fisher-Price branding on stage at 80 events as well as merchandise.
Wendy Hill, senior marketing manager, Fisher-Price comments: “We have had a very successful relationship with Milkshake! for many years and we are really excited to be extending our partnership with these new platforms. As we continue to build our experiential relationships and engaging mums and children with our extensive portfolio of brands, the tour allows us create an exciting new direct dialogue.”
Agostino Di Falco, head of partnerships at Channel 5 said: “The Milkshake! brand has great potential to stretch into new areas, as is evidenced by the upcoming tour. Through Carat Sponsorship we have been able to create a partnership with Mattel so that we can leverage the property both on-air and on the ground to both Channel 5 and Mattel’s advantage.”