Barbie to sponsor Turner's Boomerang channel

Negotiated between Turner Media Innovations (TMi) and agency Carat Sponsorship, the campaign will support Mattel's core product range, Barbie Life.

The Barbie Life "Laugh Out Loud" campaign will run until December, and will see a different product promoted each month on the channel.

For each month of the campaign, a new Barbie-themed web presence will be created on boomerangtv.co.uk, driving users to a specially created Barbie microsite.

The microsite will also promote a new Barbie competition in which viewers will be given the chance to ask the doll a question. Three of the best questions submitted on boomerang.tv will be answered by Barbie online, and the overall competition winner will get to ask their question on-air on Boomerang.

Consumers will also be driven to purchase products from retailers including Argos.

Trine Hammer Frausing, Mattel girls' senior marketing manager, said: "This campaign with TMi offers not only a content-rich experience for girls, but also helps consumers identify key retailers to activate purchase."

This article was first published on Media Week