DHX property named as lead sponsor for retailer’s Baby and Toddler Event.
Shop Direct has increased its commitment to the Teletubbies brand.
The DHX Brands’ preschool property has been named as the lead sponsor for the Shop Direct Baby and Toddler Event, which begins this week and runs until April 17.
In addition, the retailer will boast an increased category footprint of the brand to include bedding and blankets from Character World and the Teletubbies Crayola range.
This will be supported by onsite category takeovers and digital support.
Teletubbies will be featured prominently throughout the Baby and Toddler event on all the Very and Littlewoods platforms, email marketing materials and digital ATL activities, as well as on third party sites such as Mumsnet and BBC Good Food.
The event will be supported by multi-branded activities including event emails, onsite category takeovers and offsite digital support. There will also be homepage support for the campaign featuring Teletubbies product placement.
Emma Carden, buyer for preschool and outdoor toys at Shop Direct, said: “Teletubbies continues to be an important brand at Very, where it is currently our fourth biggest preschool licence.
“The new products we’ve seen for 2017 look great, so with plans to further expand the range as well as bespoke marketing campaigns, we anticipate that Teletubbies will drive a significant amount of volume this year.”
Charlotte Hill, senior brand manager at DHX Brands, added: “Following Teletubbies’ inclusion as lead preschool brand in the AW16 campaign, and Jumping Po’s inclusion in the ‘3 for 2’ campaign over the Christmas period, we are delighted that Shop Direct has demonstrated an increased commitment to growing the brand.”
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