Broadcaster Turner has teamed up with children’s broadcaster Hasbro which will sponsor its suite of kids’ channels with a raft of Play-doh themed content to mark the brands 60th anniversary.
Cartoon Network, Boomerang and Cartoonito will take part in the sponsorship deal which will also include accompanying TV, digital and social media activity. This will focus on Play-doh Town, an initiative which focuses on urban-based playsets, vehicles and figurines to inspire creative storytelling.
Commenting on the campaign, Craig Wilkins, marketing director, commented: “Play-dohTown brings creative play together with figures and playsets, allowing children to open their imaginations and tell their own unique stories with the playset in a different way every time.”
Zara Peters, sponsorship and promotions director at Turner, added: “We’re excited to be working with the incredibly fun and timeless Hasbro brand to support their PLAY-DOH Town 2016 campaign across our kids’ channels, Cartoon Network, Boomerang and Cartoonito. Hasbro is all about offering kids the ‘World’s Best Play Experiences’ and encouraging them to be creative – something that Turner recognises and values.”
To communicate this Turner has devised 10 second channel interstitials constructed entirely from Play-doh products with 30 second on air competition spots also broadcast.