TalkbackThames seeks sponsor for web hit Toyboize

LONDON - TalkbackThames is looking for a sponsor for its web comedy 'Toyboize', which has pulled in more than 1m views since its launch on YouTube in May.

Created, written and produced by comedy outfit Navelgazing, 'Toyboize' is about 1988's greatest teenybopper band who decide to launch a comeback in 2008, despite being out-of-shape, balding and without their lead singer.

It is being described as "Spinal Tap meets New Kids on the Block for the Kate Modern generation". 

TalkbackThames, the UK Production arm of FremantleMedia, has appointed advertiser-funded programming and sponsorship consultancy Krempelwood to help secure a sponsor to support the series through its next phase. Krempelwood will be looking at a range of sponsorship opportunities and TalkbackThames is also talking to a number of broadcasters and platforms about the project.

Rupert Brankin-Frisby, commercial director at TalkbackThames, said: "Since its launch, Toyboize has built a solid fan base with a real appetite to interact with the content. The virtual gig is a great example of an original interactive experience with fans finding themselves at the heart of the show itself.

"We're keen to move on to develop the next series of content and believe that with Krempelwood's experience, we will be able to find a sponsor to help Toyboize fulfil its potential."

Over the six week launch phase, a weekly five minute webisode appeared on the 'Toyboize' channel' on YouTube supported by daily video diary clips, a music video and a website with band profiles. 

This culminated with a virtual gig where YouTube users were invited to submit clips of themselves enjoying a Toyboize concert.  Selected footage was then edited into the Virtual Gig video.

During this period, the series was the most watched comedy video in the UK, the number one director's channel in the UK, the number one partner channel in the UK, and number one subscriber channel in the UK.

Blair Krempel, Krempelwood's co-founder added: "Toyboize offers advertisers a fascinating opportunity to get involved at an early stage and share in the success of what promises to be a hugely popular comedy drama, online and TV, reaching the valuable 16-34 male audience.

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