Kids skate-shoe brand, Heelys, has announced it will partner with Nickelodeon in a seven-figure, pan-European sponsorship deal of the 2015 Nickelodeon Kids’ Choice Awards (KCAs).
Heelys' products will be broadcast on the kids network’s TV and online advertising channels throughout the year in the countdown to the 28th annual Nickelodeon KCA event in March 2015.
This drive will be supported by additional promotional activities such as off-air marketing and ‘money can’t buy’ competitions offering prizes such as VIP tickets to the KCA.
The new deal will span 13 European countries - the UK, Ireland, Austria, Belgium, Germany, Holland, Denmark, Sweden, Norway, France, Italy, Spain and Portugal.
The KCA, which is the only awards in which kids are encouraged to vote, will reach an estimated TV audience of 375 million households, being broadcast worldwide in 25 languages.
Vicki Ruddlesdin, marketing director Heelys Europe, said: “The brand fit between Nickelodeon and Heelys is obvious; both brands are fun, exciting and entertaining.
“The association with the Kids’ Choice Awards gives Heelys a platform to engage and interact with kids and parents throughout Europe across a number of media channels including TV, online and social.”
Chris Shaw, executive vice president and managing director of sales for Viacom International Media Networks, said: “Heelys has tremendous international momentum. It has enormous credibility and is enjoyed by kids everywhere.
“The KCAs offer Heelys the ultimate vehicle to engage with kids on all platforms in a targeted and powerful way.”
Nickelodeon signed up snack brand Bear for a series of TV ads featuring its new brand mascot earlier this year.