Cartoon Network in sponsorship deal with Dulux Kidzone

Cartoon Network is breaking away from its traditional sponsorship partners for the first time in a new deal with Dulux.

Cartoon Network is breaking away from its traditional sponsorship

partners for the first time in a new deal with Dulux.



Kidzone, a children’s stencil and paint brand from the Dulux household

paint range, is sponsoring the cartoon, Changing Tunes, on Cartoon

Network for one day.



As part of the promotion, it will also run on-air competitions

accessible on Toon Text, Cartoon Network’s monthly online comic.



Kidzone will also sponsor a microsite on the website’s games and

information page. The competition asks parents and children to create

six themes for children’s rooms including space, action, adventure,

underwater, dreamworld, football crazy and ’really cool’.



Although the network attracts over a third of all young children in

multi-channel households, the cartoon channel is also popular with

adults. According to BARB, there are now 294,000 mothers tuning in.



However, both Dulux and Cartoon Network emphasise that while parents

actively buy, children need to enjoy the product as well.



’This marks the first sponsorship deal outside of the fmcg market. It’s

an interesting departure from the usual Nestle and Kellogg’s brands, and

it’s not an area you would usually associate with children. But kids are

not just interested in toys and chocolate,’ Dee Forbes, vice-president

and sales director of Turner Entertainment Networks, explained.



The Network will continue to seek out new sponsorship partners outside

of the official children’s market, particularly within the holiday and

car market.



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