The sponsorship campaign, which runs until the end of the year, covers all of ITV1’s children’s output on Saturday and Sunday. It will feature various characters from Lego’s brand portfolio, including Bionicle, City, Mars Mission, Duplo and Star Wars.
The creative work was produced by Duke Productions.
The deal follows a sponsorship deal between Lego and ITV1 in 2006. With this latest campaign, Lego aims to raise awareness and sales in the key pre-Christmas period.
Lego UK marketing director Fiona Wright said the deal would help Lego to target its core audience and boost its overall reach.
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