Nursery Today magazine

TOMY announces sponsorship

TOMY to sponsor Viacom International Media Networks Kids UK preschool channels Milkshake! and Nick Jr. during summer and back-to-school period

TOMY has announced it will sponsor the UK’s number 1 commercial kids network VIMN KIDS (Viacom International Media Networks) across its preschool channels Milkshake! and Nick Jr. during the August and back-to-school period.

The partnership will see TOMY take over the Channel 5 Milkshake! sponsorship slot on the preschool block from 28 July to 31 August with the campaign also running on preschool pay TV channel Nick Jr. in the afternoon slot.

The sponsorship deal was brokered by TOMY’s new media agency Generation Media and booked through Sky Media.

TOMY will use the sponsorship package to showcase its Toomies and Aquadoodle collections. Both will have strong appeal to Milkshake! and Nick Jr’s distinctive preschool and family audiences.

Toomies offers fun, high quality toys that feature quirky characters and hidden surprises whilst Aquadoodle encourages creativity, drawing ability and learning through play. Products also stand out to parents as each toy provides huge developmental benefits for children.

Milkshake! is the number one commercial preschool channel during the Milkshake! day part and Nick Jr. is the number one commercial kids channel on the kids EPG (Source: BARB, All Homes, Kids 4-15, January 2018 – 24 July 2018).

By partnering with Milkshake! and Nick Jr. Tomy’s sponsorship campaign is estimated to deliver over 1,600 Housewives and Children 0-3 TVRs and reach an estimated 50 per cent of its target audience.

TOMY’s sponsorship will also be backed by a heavyweight AV campaign covering kids commercial channels and YouTube with the objective of bolstering sales of Toomie and Aquadoodle collections.

Nicola Jenkins, head of marketing, TOMY UK, says: “This is one of our biggest campaigns to date. Our sponsorship will drive awareness to our pre-school brands amongst our key target audience while amplifying our brand values and utilising the playful style of Milkshake’s brand idents to bring our brands to life. This is the first time we have invested at a brand level in sponsorship at TOMY and we cannot wait to see the results.”

Mark Swift, SVP UK commercial and international ad sales at VIMN, adds: “The sponsorship of VIMN Kids preschool channels is an excellent way for brands to reach different preschool audiences in the commercial PSB and pay TV sectors on channels which show the very best content for British kids.”

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