The partnership will see an on-pack promotion as part of the 2016 relaunch of the Ready Brek brand.
The Play-Doh promotion will run from 1st September to 31st January 2017, across the original variety (450g and 750g pack sizes) of the breakfast cereal. Consumers will receive £5 off Play-Doh when spending £20 or more on Play-Doh products.
In June, Ready Brek unveiled a new pack design and teddy bear character to modernise the brand, whilst showcasing its category-leading health credentials. With an OFCOM score of -5, the lowest of any other cereal brand in the kids’ category, parents can be confident that they are giving their kids a nutritious start to the day.
Commenting on the partnership, Hannah Flannery, commercial marketing manager for Ready Brek, said: “As a popular product with children, we’re thrilled to be partnering with Play-Doh to continue celebrating Ready Brek’s integral place in the modern family home.”
Craig Wilkins, marketing director at Hasbro UK & Ireland, added: “Play-Doh and Ready Brek are both iconic, nostalgic brands for parents that are much loved by kids across the country – it was a natural collaboration for us. As we celebrate our 60th anniversary this year, we’re delighted that our partnership with Ready Brek enables us to offer parents added value when purchasing new Play-Doh products.”