The LEGO Group is teaming up with Nickelodeon, with the company set to be the sponsor of the network’s Kids’ Choice Awards.
An international campaign across the USA, Europe, Latin America and Asia Pacific territories will see the LEGO Group sponsor the Nickelodeon Kids’ Choice Awards (KCA) around the world. The campaign will focus on the LEGO NINJAGO characters.
In an animated spot that will launch on March 7, Lord Garmadon will seek to steal the KCA slime cannon, with the ninja needing to stop him and return the cannon so that the KCA can go ahead. Stop motion animated content and a social video story will be part of the media package to build up to the KCA.
The full story will also be released as “custom branded programming” on Nickelodeon’s YouTube channels. In order to attempt to reach the audience through influencers, a YouTuber will also be getting involved with live action content.
“It’s testament to the unique global reach and scale of the Nickelodeon Kids’ Choice Awards that The LEGO Group has chosen to come on board as global sponsor,” the Drum reports Lee Sears, senior vice-president, sales and partnerships and head of Viacom Velocity International, as saying.
“The special stop-motion animated Lego NINJAGO Heroes KCA content that we’ve created for use across TV, digital and social media will deliver high-impact cut-through for this much-loved brand. We’ve proved that we provide a brand-safe environment whilst delivering strong commercial impact, enabling us to offer meaningful engagement for brands with hard-to-reach younger audiences as only we can do.”
“The Lego Group is excited to sponsor the Kid’s Choice Awards, a truly global celebration of kids and creativity across the entertainment industry. Our partnership with Nickelodeon helps deliver on our ambition to reach more kids in the US, and around the world, and inspire the Lego builders of tomorrow,” said Amy Pascal, Vice President and head of Americas marketing for the LEGO Group.