Ads will run every morning until Christmas across C5 Milkshake, ITV Breakfast, Pop, Tiny Pop, Nick Jnr 2 and Nick Toons. 

Playmobil is owning breakfast on television this autumn, by roadblocking breakfast sponsorships across C5 Milkshake, ITV Breakfast, Pop, Tiny Pop, Nick Jnr 2 and Nick Toons. Playmobil Breakfast Takeover idents will run in every morning commercial break on these channels from October through to Christmas, showcasing the brand’s Christmas range.

Breakfast is currently the peak time of day to reach the Playmobil audience, and securing all morning slots across the six kids’ channels that account for 80% of all commercial impacts in the run up to Christmas allows Playmobil to maximise its reach, frequency and brand recall during this key sales period.”

Playmobil’s marketing communications manager, Adam Moore told Toy World: “We are delighted to take over breakfast time on kids’ television this autumn, and are thrilled to have found an innovative and cost-effective way to navigate a challenging market and reach our consumers as Christmas approaches.”

The breakfast takeover was designed and brokered by the head of AV at Havas Entertainment, Matt Smith, who added: “Gaining competitive standout in a market which has declined 21% year on year is a constant challenge for toys and games advertisers.”