Zinkia & Bandai Launch U.S. TV Ad Campaign for Pocoyo

CYPRESS/MADRID: A U.S. TV advertising campaign for the property Pocoyo has been developed by brand owner Zinkia Entertainment and U.S. master toy partner Bandai America to air throughout February across channels such as E!, OWN, Oxygen, Bravo, TLC and others.

The campaign features 90 prime-time commercials to run on E! Entertainment in conjunction with the Awards season, with spots to air during the Grammy and Oscar pre-shows. The campaign promotes the new Pocoyo toy line and entertainment and is aimed at the "mom" demographic, 25 to 49. Media planning and buying for the on-air spots was handled by Mindshare.

NCircle Entertainment, Pocoyo‘s home-entertainment distributor, has created new commercials to promote the DVDs and toys throughout the month of February on channels across DISH Network and DIRECTV, including E!, OWN: Oprah Winfrey Network, Oxygen, Bravo, TLC, The Hub, Toon Disney, Cartoon Network and more. Approximately 150 spots per week will air during programming targeted at moms 18 to 35. The NCircle campaign will also run for the two weeks prior to Easter. NCircle’s campaign coincides with an in-store poster campaign feature in Toys "R" Us stories nationwide from February 1 to 15.

“Bandai is excited to partner on bringing Pocoyo to the U.S. market through fun, innovative toys that stimulate imagination and learning,” said Tor Sirset, the VP of marketing for Bandai America Incorporated’. “Given the tremendous following of these lovable characters, we’ve put great detail and clever design behind this fresh, new toy line and are confident moms and kids will be thrilled. Pocoyo will be a strategic centerpiece of our expanding preschool business.” 
 
“We wanted to take a different approach to promoting Pocoyo in the U.S. by developing an on-air program that directly targeted the hip, modern-day mom,” commented Maria Doolan, the managing director and head of business development at Zinkia. “Given E! Entertainment’s reach and core demographic, we think it will be the ideal platform to bring our brand directly into the homes of moms across the U.S.”