Lego UK will be sponsoring Tots TV for a second year. The Lego Duplo brand sponsored the countries second most popular pre-school programme in 1995. Research showed Millward Brown Investigate Broadcast Sponsorship that sponsorship on the ITV Network increased awareness of the brand.
Rowena Allen, brand manager for Lego Duplo said: “Our sponsorship is at cutting edge of the toy industry. In 1995, spontaneous recall of the brand moved from 22 to 40 percent. It was factors like these that led to the decision to sponsor the programme again in 1996.”
Lego UK was the first toy company to move into sponsorship of children’s television programmes.
Lego UK: 0171 631 3434
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