The deal was brokered by Tomy’s new media agency Generation Media.

Tomy will sponsor the UK’s No. 1 commercial kids network VIMN KIDS (Viacom International Media Networks) across its pre-school channels Milkshake! and Nick Jr. during the August and back to school period.

The partnership will see Tomy take over the Channel 5 Milkshake! sponsorship slot on the pre-school block from 28th July – 31st August, with the campaign also running on pre-school pay TV channel Nick Jr. in the afternoon slot.

Tomy will use the sponsorship package to showcase its Toomies and Aquadoodle collections. Both will have strong appeal to Milkshake! and Nick Jr’s distinctive pre-school and family audiences.

By partnering with Milkshake! and Nick Jr. Tomy’s sponsorship campaign is estimated to deliver over 1,600 Housewives and Children 0-3 TVRs and reach an estimated 50% of its target audience.

Tomy’s sponsorship will also be backed by a heavyweight AV campaign covering kids commercial channels and YouTube with the objective of bolstering sales of Toomie and Aquadoodle collections.

Nicola Jenkins, head of marketing, Tomy UK, commented: “This is one of our biggest campaigns to date. Our sponsorship will drive awareness to our pre-school brands amongst our key target audience while amplifying our brand values and utilising the playful style of Milkshake’s brand idents to bring our brands to life. This is the first time we have invested at a brand level in sponsorship at Tomy and we cannot wait to see the results.”

Mark Swift, SVP UK commercial and international ad sales at VIMN, added: “The sponsorship of VIMN Kids pre-school channels is an excellent way for brands to reach different preschool audiences in the commercial PSB and pay TV sectors on channels which show the very best content for British kids.”