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Nickelodeon’s Nicktoons unveils new digital and on air branding


By Jennifer Faull, Deputy Editor

April 15, 2013 | 2 min read

Nicktoons, the animation channel from kid’s TV channel Nickelodeon, has revealed new branding across its on air channel and digital site as it aims to positions itself as a destination for kid’s animated comedy.

The refresh has aimed to give Nicktoons a key role in the network between Nickelodeon’s live-action content and the Nick Jr. pre-school channel, which also underwent a refresh at the beginning of the year.

Supported with an on and off channel broadcast campaign with the strapline ‘100% toons* (may contain nuts),’ a series of 30-second animated promos have also been released. Developed and created by Nickelodeon’s in-house creative team, they have been used to showcase Nicktoons’ comedy programmes for kids.

Digital ads have also run across competitor sites and high frequency gaming sites using the same creative platform created by Nickelodeon, produced by Polymath Digital.

Tina McCann, managing director of Nickelodeon UK, commented: “The primary aim for the refresh is to position the channel as the destination for boys and girls 4-9 years old who love to laugh at cartoons. It will also allow Nicktoons to act as a bridge for our audience as they mature beyond Nick Jr. but are yet to progress to Nickelodeon.”

Peter Drake, vice president creative director, added: “Nicktoons intends to be the funniest kids channel on TV so the new on air package is deliberately unpredictable and innovative. We aim to surprise and delight our audience in every break as well as with every show and create a brand which is both locally relevant and universally funny.”


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