Posted by: the7stars | Date added: Thu 25 Oct 2012
Acclaimed Kids’ TV Series, ‘Toby’s Travelling Circus’ first brand to be promoted above-the-line.
The UK’s leading independent media planning and buying agency, the7stars, has been appointed by family entertainment media company Komixx Entertainment (“Komixx”)to plan a seven-figure campaign for 2013.
The £1.5m integrated campaign, launching next Easter, will focus on promoting its latest TV brand, the successful pre-school animation show, Toby’s Travelling Circus.
Toby’s Travelling Circus first appeared on Channel 5’s Milkshake this September and has been commissioned for a second series which will air in 2014/15. Such is the popularity of the show that it has recently led to an exclusive multi-book publishing deal between Komixx and Random House Children’s Publishers UK (RHCP), announced in October 2012.
The multi-book deal for Toby’s Travelling Circus, includes picture books, reader books, activity books and annuals. RHCP has secured both print and digital publishing rights including eBooks for world, all languages, and will work closely with Komixx and other licenses on a launch programme for 2014. Toby’s Travelling Circus is Komixx’s first own-brand launch.
Andrew Cole-Bulgin, Joint CEO and Head of Film & TV, Komixx Entertainment said: “Toby’s Travelling Circus has proved to be a huge success and with the commissioning of a second TV series by Channel 5 milkshake! and with the latest publishing deal with Random House, we felt that next year was the right time to give the brand a strong media push.
“The7stars’ experience in the entertainment sector and their focus on providing a highly targeted media strategy means they are perfectly placed to help us reach the right audience and bring the success of Toby to an even greater level.”
Sam Farrand, account strategist at the7stars said: “What Komixx does really well is not just creating programmes, but going one step further to create brands with enduring global appeal. The fact that a media entertainment company is working with a media buying agency just shows how dedicated they are, not just to commission shows but to bring their characters and concepts to life – and Toby is a perfect example of this.
“Komixx offers something unique and innovative in a crowded entertainment marketplace and we’re looking forward to working with them to bring their ideas to a wider audience.”
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