GMTV signs sponsorship with Toy Options

GMTV has signed up what it claims is its largest children’s sponsor to date. The toy company, Toy Options, will sponsor the children’s show, Diggit, in a deal believed to be worth pounds 600,000.

GMTV has signed up what it claims is its largest children’s sponsor

to date. The toy company, Toy Options, will sponsor the children’s show,

Diggit, in a deal believed to be worth pounds 600,000.



The sponsorship kicks off this Saturday and will last for 16 weeks in

the run-up to Christmas. The deal gives Toy Options nine

seven-and-a-half-second stings per Saturday morning show.



The deal was put together by Ray Magness, GMTV’s head of broadcast

sponsorship, and Jon Diver, Toy Options’ marketing director. The 3D

animation graphics for the stings were created by the production

company, Wrench and Franks.



Magness said: ’The objective was to make stonkingly good stings. We

spent quite a lot of money on the creative to make sure they matched up

to the quality of the programme without detracting from it.’



Over the first eight weeks of the campaign, Toy Options will alternately

push its Pound Puppies and Extreme Ghostbusters brands. Later promotions

are being kept under wraps . Diggit launched this spring and targets

four- to nine-year-olds. It runs from 7.10am to 9.25 am.



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