The campaign will run from October 27 – November 2 2012. The deal was developed in collaboration between Carat Sponsorship and Disneymedia+, the integrated ad sales and promotions operation of Disney UK and Ireland.
This campaign follows the current LEGO Friends-sponsored weekends on Disney Channel running until the end of November, promoting LEGO’s girl-focused product range through 30-second competition blocks and online activity.
The sponsorship uses five- and 10-second bumpers to introduce the Monster Fighter characters and promote the URL. Off-air activity includes a micro site featuring training games for Monster Fighters, Vampyre and Ghost monster masks to print out, a mini movie, a competition, information on the range and descriptions of characters.
Bobi Carley, commercial director, Disneymedia+ UK and Ireland, said: “As one of the best loved toy brands on the market, LEGO is the perfect fit for Disney XD’s audience. Working with LEGO, we will launch a creative and interactive campaign, adding value for LEGO and Disney XD fans.”
Clarke Dougherty, Sponsorship Executive at Carat said: “Disney XD is the perfect channel for LEGO to talk to boys at a relevant time of year. The campaign will help deliver real standout whilst effectively communicating the personality of the brand.”