Turner Media Innovations is teaming up with the Lego Group and Carat Sponsorship for a series of high profile commercial deals - kicking off this February half-term - on the Cartoon Network channel.
The first in the triple win is a campaign for the launch of new construction toy line, Lego Atlantis. Lego has commissioned TMI to make a series of promotional spots, airing from February 11th, which will drive online activity, including the exclusive UK premiere of the Lego Atlantis mini movie.
This will be followed by a unique sponsorship tie-in for new product, Lego Ben 10: Alien Force. Lego is set to sponsor the new series of Alien Force on Cartoon Network from February 15th. It will also sponsor Turner Broadcasting's recently launched online application, Ben 10: Alien Maker.
Finally, the third campaign kicks off on February 18th and focuses on the Lego Star Wars range. This will be the third collaboration between the two firms for this range. As part of the deal, Lego will sponsor the new series of Star Wars: The Clone Wars on Cartoon Network from February 13th.
"The Lego brand is a blockbuster one and they're fantastic partners to work with," said Elizabeth Anyaegbuna, group account director at TMI. "This triple round of business for this key first holiday period of the year is a great win for the Turner Media Innovations team. We're all about demonstrating effectiveness and repeat business is a terrific testament to that."
Angie Tutt, senior brand manager at Lego, added: "Our commitment to advertising through the economic downturn has contributed to continued sales increases across our portfolio. Working with key partners like TMI has helped us maximise the awareness of our properties and see visible return on investment."