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.