Turner Media Innovations has signed a four-month deal with toy company Re:creation for the launch of its new product line, Skeleflex.
The campaign will see TMI create a 20-second TV webdrive spot, a microsite and an eTV game.
The deal also includes a Skeleflex sponsorship block called The Weekend Freakout, due to run on Cartoon Network until November, plus a separate TV spot that will be used as part of Re:creation's EMEA advertising push.
Skeleflex is a creative ball-and-socket building toy where kids can create dinosaurs, aliens or a mixture of the two.
The microsite created by TMI will include games and competitions, giving children the chance to win the Dino Powerflex Lab, a unique movement mechanism which lets kids controkl the speed and motion of their creation.
Adam Eagle, director of sponsorship and promotions at TMI, said: "I'm delighted that TMI were chosen to put together the launch campaign for Skeleflex, which will be rolled out across a raft of pan-European channels. It's an exciting new product and Re:creation has high hopes for its popularity in the market."