The partnership will promote the channel’s popular pre-school series, Masha and the Bear.
The deal sees Toys R US sponsor Masha and the Bear everyday on Cartoonito until the 16th September.
To coincide with Cartoonito’s special weekend marathon of Masha and the Bear, which kicked off on Saturday 20th August at 8am, a series of 10 second on-air Toys R Us sponsored idents created by Turner’s in-house creative team, aired across Cartoonito. Generation Media worked closely with Turner’s UK sales team to cement Toys R Us’ sponsorship deal with Cartoonito.
To further promote Masha and the Bear, Cartoonito will also be running an online competition with Toys R Us to give away Masha and the Bear themed-prizes. Kids can enter via the Cartoonito website for a chance to win cuddly grizzly bear toys and the opportunity to take home the big prize giveaway, which includes Masha and the Bear playsets and cuddly toys.
Andrew Mallandaine, UK sales director, Turner Broadcasting, commented: “We’re excited to be working with Toys R Us to promote Cartoonito’s popular pre-school series, Masha and the Bear. Cartoonito will feature sponsored Toys R Us content across our on-air and digital platforms to help further raise awareness for the series and encourage kids to enter our Masha and the Bear competition for a chance to win some brilliant prizes.”
Jim Proctor-Blaine, head of marketing & licensing for Simba Smoby, commented: “I’m very happy to have worked with Turner and Toys R Us on this campaign – Masha and the Bear is a fantastic show, and hopefully more children will see it and enjoy it as a result of this activity. It’s also great to have the support of a retailer like Toys R Us on stocking our range of Masha and the Bear toys.”