Timmy Time cleans up with Fairy

Samantha Loveday

By Samantha Loveday

March 15th 2010 at 1:20PM
Timmy Time cleans up with Fairy

Aardman pre-school character to front national campaign from April, reaching over 20m UK households.

Aardman Rights has secured a promotional partnership which will see its pre-school brand Timmy Time fronting a major campaign with Fairy Non Bio and Fairy Fabric Softener.

The promotional push kicks off this month and will give consumers the chance to collect three Timmy Time books by redeeming their receipts for Fairy products.

The Timmy Time books were created especially for the promotion by Egmont UK’s dedicated customer publishing department, CanDo. Egmont UK is the UK’s largest publisher of books and magazines for children and is the licensed publishing partner for Timmy Time in the UK.

The campaign is expected to reach more than 20 million UK households and will be backed by a marketing drive including TV and press advertising, POS across major retailers and a bespoke promotional microsite.

“We are really excited to be working with Fairy to provide UK families with exclusive Timmy Time books that we hope will encourage parents to sit down and share warm moments with their little ones,” said Sean Clarke, head of Aardman Rights. “Fairy is a strong fit for the Timmy Time brand and provides us with the opportunity to reach our target consumer, the primary purchaser, perfectly.”

Amy Dawson, marketing manager at Fairy, added: “Fairy understands the importance of everyday moments of togetherness, such as sharing a story, so are delighted to be partnering with acclaimed children’s TV show Timmy Time to offer free books.”