Mattel adds new platforms to Milkshake! sponsorship deal

Published on: 20th June 2012

Mattel has announced its integrated new partnership deal with Channel 5 children’s channel Milkshake!.

Having sponsored Milkshake! for over three years with on-air sponsorship, Mattel has extended the partnership to include online advertising (both pre-rolls and display) for the first time, plus print advertorials in OK! Magazine.

Central to this new partnership is The Milkshake! Live Theatre Tour, which will be in association with Fisher-Price. Including Fisher-Price branding at 80 events, both on-stage and merchandise, the tour brings Milkshake! to life in a fun, energetic experience that will be travelling around the country from 21st July.

Milkshake! reaches more housewives with children and more kids aged 4-6 than any other commercial kids channel, with key shows including Peppa Pig and Noddy. The sponsorship was negotiated through Mattel’s agency Carat and their Sponsorship team.

Wendy Hill, senior marketing manager at Fisher-Price, said: “We have had a very successful relationship with Milkshake! for many years, and we are really excited to be extending our partnership with these new platforms. As we continue to build our experiential relationships engaging mums and children with our extensive portfolio of brands, the tour allows us create an exciting new direct dialogue.”

Agostino Di Falco, head of partnerships at Channel 5, said: “The Milkshake! brand has great potential to stretch into new areas, as is evidenced by the upcoming tour. Through Carat Sponsorship we have been able to create a partnership with Mattel so that we can leverage the property both on-air and on the ground to both Channel 5 and Mattel’s advantage.”


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