Granada Launches £1.5 Million Pre-School Marketing Drive

Granada Enterprises is launching a £1.5 million television and outdoor advertising campaign to promote a range of products featuring its pre-school character, Engie Benjy.

The ‘Is your imagination big enough?’ campaign will promote a specially produced series children’s toys based on the animated series, which features the voices of Pop Idol presenters Ant and Dec.

There will also be extensive promotion of the Engie Benjy magazine, which was launched in association with Treetop Media last month. The colourful monthly magazine gives children the opportunity to interact by reading, colouring and doing puzzles.

The TV campaign will be supported by a range of outdoor advertising and extensive point of sale promotion in children’s toyshop, Hamleys.

Granada Enterprises claims that Engie Benjy is already well on the way to becoming a major international pre-school brand in a similar vein to the Teletubbies, which previously gripped pre-school children.

The Engie Benjy show, which has already been sold to 23 broadcasters around the world, will return to CiTV this autumn with a re-run of the first series. A second series of 26 episodes has already been commissioned.

Granada Enterprises recently secured Burton’s Wagon Wheels as the six-figure sponsor of ITV1’s football preview show, On The Ball, for the second year running (see Wagon Wheels Keep On Rolling With ITV’s On The Ball).

Granada: 020 7396 6000 www.granadaenterprises.com

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