Nicktoons is to unveil its new branding across its on air channel and digital site from today (Monday, April 15th) as the channel for animated kids comedy.
Implemented to highlight the comedy content on the children's channel, the re-branding also aims to give Nicktoons a key role in the network between Nickelodeon and Nick Jr. pre-school channel.
Tina McCann, MD of Nickelodeon UK, said: "With existing shows such as SpongeBob SquarePants and T.U.F.F. Puppy and new additions Robot and Monster and Rocket Monkeys, the strength of the funny animation we have on the channel is phenomenal.
"The primary aim for the refresh is to position the channel as the destination for boys and girls four to nine years old who love to laugh at cartoons.
"It will also allow Nicktoons to act as a bridge for our audience as they mature beyond Nick Jr. but are yet to progress to Nickelodeon."
The refresh will be supported with an on and off channel broadcast campaign with the strap line '100 per cent toons* (may contain nuts).'
Leading Nicktoons properties such as SpongeBob SquarePants, Penguins of Madagascar and Fairly Odd Parents will head a series of 30-second promos for the campaign.
Two new shows, Robot and Monster and Rocket Monkeys, will also premiere on the channel in line with the refresh.
Digital ads will also run across competitor sites and high frequency gaming sites using the creative platform used by Nickelodeon, produced by Polymath Digital.
Peter Drake, VP creative director, said: "Nicktoons intends to be the funniest kids channel on TV so the new on air package is deliberately unpredictable and innovative.
"We aim to surprise and delight our audience in every break as well as with every show and create a brand which is both locally relevant and universally funny."
Nicktoons.co.uk will will reinforce the unpredictability by featuring a lever marked 'Don't not pull' which will rearrange the site.
As well as watch clips and play games, fans will be able to create their own Nicktoons promos on the 'clipdeck'.
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