The partnership will feature an international campaign across Nickelodeon's markets in the US, Europe, Latin America and Asia Pacific territories.
To mark the sponsorship, the creative around the campaign will feature heroes from the Lego Ninjago TV series.
Due to be released on 7 March, the spot will tell the tale of Lord Garmadon – the power-hungry Lord of Destruction. In true Kids' Choice slimy fashion, the Lego ‘bad guy’ is on a mission to steal the slime cannon, and it is up to the Lego Ninjago characters to defeat him to save the day (and the awards).
The campaign will feature custom-made linear stop-motion animation teaser content which will run on TV, as well as a two-minute social video story to lead up to the KCAs.
The entire story will also launch as custom branded programming on Nickelodeon’s YouTube channels. Leveraging the power of influencers, the campaign has YouTuber Devin Supertramp on board to craft a piece to go live on the channel which will amplify the global Lego partnership with Nickelodeon around the show.
Nickelodeon is also posting the campaign across 16,000 international billboards.
Lee Sears senior vice-president, sales and partnerships and head of Viacom Velocity International said: “It’s testament to the unique global reach and scale of the Nickelodeon Kids’ Choice Awards that The Lego Group has chosen to come on board as global sponsor.
“The special stop-motion animated Lego Ninjago Heroes KCA content that we’ve created for use across TV, digital and social media will deliver high-impact cut-through for this much-loved brand. We’ve proved that we provide a brand-safe environment whilst delivering strong commercial impact, enabling us to offer meaningful engagement for brands with hard-to-reach younger audiences as only we can do.”
Vice-president and head of Americas marketing for the Lego Group, Amy Pascal, added: “The Lego Group is excited to sponsor the Kid’s Choice Awards, a truly global celebration of kids and creativity across the entertainment industry. Our partnership with Nickelodeon helps deliver on our ambition to reach more kids in the US, and around the world, and inspire the Lego builders of tomorrow.”
Sean Moran, head of ad solutions at Viacom said: "We’re excited to have The Lego Group on board as the first-ever global sponsor for Nickelodeon’s renowned Kids’ Choice Awards. This is Nickelodeon’s biggest event of the year and The Lego Group is the perfect partner to have front and center for kids and family audiences across the world.”
Last year, the trainers on wheels company, Heelys, sponsored the show for a second time after it partnered with Nickelodeon on the 2015 awards.