Lego To Sponsor CiTV In Run Up To Christmas

Lego has signed a deal with ITV that will see the toy manufacturer sponsor CiTV programming from Mondays to Saturdays in the run up to Christmas, as well as activity on the CiTV website designed to maximise awareness for the breadth of the LEGO brand portfolio.

The deal was negotiated by Krane Jeffery at Carat Sponsorship and Jane Reynolds at ITV Sales. The creative is being produced by Iris.

CiTV’s Autumn schedule includes award-winning My Parents Are Aliens, Pocoyo, Teenage Mutant Ninja Turtles, Spongebob, King Arthur’s Disasters as well as new shows Skyland, Curious George, Bels Boys, Jim Jam & Sunny, Tricky Quickies, and Horrid Henry.

Krane Jeffery, sponsorship manager, Carat, who managed the deal, said: “This natural association between LEGO and the CiTV programming strand offers the perfect environment to reach kids with a multi brand portfolio in an exciting and innovative way, on a scale not achievable anywhere else.”

Clare Cullinane, LEGO brand manager, said: “As one of the leading toy companies and market leader in the construction toy category it is our continuing strategy to offer innovation on core products, while balancing classic lines with new exciting ranges.

“Our sponsorship with CiTV gives us the great opportunity to be front of mind with our core audience during the most important buying period, increase our overall reach and communicate our brand essence in a fun and innovative way. This partnership reflects our position as a high quality player in the global toy market. Our continual and focused investment into the LEGO brand will not only strengthen the relationship with our consumers, but will also deliver results for our retail partners.”

ITV: 020 7843 8000 www.itv.com