News

Channel 5 sets the stage for new Mattel sponsorship

Mattel has forged a new partnership deal with and Channel 5, owned by Northern & Shell, in the UK, including sponsorship of a live theatre tour and online advertising.

The global toy brand has sponsored the Channel 5’s children’s programming strand, Milkshake!, for more than three years. Milkshake! features TV properties including Peppa Pig and Noddy.

At the centre of the new partnership is the Milkshake! Live theatre tour carried out in association with Mattel's Fisher-Price brand. Starting in July, the tour will consist of 80 events with Fisher-Price branding on display on stage and on the tour merchandise.

“As we continue to build our experiential relationships and engaging mums and children with our extensive portfolio of brands, the tour allows us create an exciting new direct dialogue,” says Fisher-Price senior marketing manager Wendy Hill.

The deal includes pre-roll and display ads for Mattel on Channel 5’s site. Additionally, print advertorials will be run in OK! Magazine, the celebrity title owned by Northern & Shell. The sponsorship deal was negotiated through Carat which currently holds the Mattel account.

“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,” says Channel 5 head of partnerships Agostino Di Falco.

David Hing, London