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