Turner Media Innovations has secured Sony's PlayStationPortable (PSP) console as the TV sponsor for Ben 10: Alien Force over the key Christmas period.
The deal began yesterday (November 3rd) and runs until December 24th. it was brokered by TMI and Manning Gottlieb OMD agency.
The campaign will push four new games for the PSP console - Invizimals, Jak and Daxter, MotorStorm and LittleBigPlanet - as well as promote the console itself. The deal also includes sponsorship of the film premiere of Ben 10: Alien Swarm on Cartoon Network on November 28th.
"We know that under 11s accounted for a third of all video game purchases in 2008, and the great success that our brands are having on games platforms supports this," said Simon Cox, VP of TMI. "Attracting a big name brand like PlayStation PSP shows Ben 10's continued pulling power, which contributes to our channels being in rude health in such a poorly year."