Hasbro partners with Turner to promote new Play-Doh products in the U.K.

Hasbro’s Play-Doh has partnered with Turner’s Cartoon Network, Boomerang and Cartoonito for a Play-Doh Town sponsorship deal, which includes TV, digital and social media activity across the U.K.

Hasbro launched Play-Doh Town in honor of the master brand’s 60th anniversary. The new Play-Doh products feature town-themed play sets, vehicles and figures.

To celebrate the brand’s anniversary, Turner will air 10-second interstitials made entirely out of Play-Doh on the Boomerang and Cartoonito channels. Both channels will also air 30-second competition spots that showcase the range of Play-Doh Town play sets available and will encourage kids to create their own Play-Doh Town story on BoomerangTV.co.uk/Play-Doh and have their winning creations appear on-air this spring/summer. Boomerang’s microsite will also offer the chance for one kid to win a Play-Doh Town prize bundle.

Turner will also run Play-Doh Town banners on CartoonNetwork.co.uk, BoomerangTV.co.uk and Cartoonito.co.uk, as well as social media campaigns on the Cartoonito Parents U.K. Facebook page and the Boomerang U.K. Instagram account.

“This year we launched Play-Doh Town to celebrate the Play-Doh brands 60th anniversary. Play-Doh Town brings creative play together with figures and play sets, allowing children to open their imaginations and tell their own unique stories with the play set in a different way every time,” says Craig Wilkins, marketing director, U.K. and Ireland, Hasbro. “We’re thrilled to be partnering with Turner across their leading kids’ channels Cartoon Network, Boomerang and Cartoonito to support the launch of our brand new Play-Doh Town range.”