Brand refresh positions kids’ channel as the destination for funny animation

London, UK – 15th January, 2013 - Nicktoons, the animation channel from Nickelodeon, will unveil new branding across its on air channel and digital site. Live from Monday 15th April, the new look positions Nicktoons as the destination for animated comedy for kids.

The refresh has been implemented to highlight the comedy content on the children’s TV channel. It also aims to give Nicktoons a key role in the network between Nickelodeon’s live-action content and the Nick Jr. pre-school channel, which recently underwent a refresh at the beginning of the year.

“With existing shows such as SpongeBob SquarePants and T.U.F.F. Puppy and new additions Robot & Monster and Rocket Monkeys, the strength of the funny animation we have on the channel is phenomenal,” said Tina McCann, Managing Director of Nickelodeon UK. “The primary aim for the refresh is to position the channel as the destination for boys and girls 4-9 years old who love to laugh at cartoons. It will also allow Nicktoons to act as a bridge for our audience as they mature beyond Nick Jr. but are yet to progress to Nickelodeon.”

On air, the refresh will be supported with an on and off channel broadcast campaign with the strapline ‘100% toons* (may contain nuts).’ A series of 30 second animated promos, developed and created by Nickelodeon’s in-house creative team, showcase leading Nicktoons properties such as SpongeBob SquarePants, Penguins of Madagascar and Fairly Odd Parents, bringing to life the comedy in the channel’s programming schedule. Two new shows, Robot & Monster and Rocket Monkeys, will also premiere on the channel in line with the brand refresh on Monday 15th April. Digital ads will also run across competitor sites and high frequency gaming sites using the same creative platform created by Nickelodeon, produced by Polymath Digital.

“Nicktoons intends to be the funniest kids channel on TV so the new on air package is deliberately unpredictable and innovative,” said Peter Drake, Vice President Creative Director. “We aim to surprise and delight our audience in every break as well as with every show and create a brand which is both locally relevant and universally funny.”

Online at the comedy continues as users are able to rearrange the site at any time by pulling a lever marked ‘Don’t not pull’. As well as the best clips and games, fans can also create their own Nicktoons promos on the ‘clipdeck’ combining programme clips with sound effects and special effects.
Launched in 2002 and part of the Nickelodeon network of channels, Nicktoons broadcasts the best in action-packed animation and comedy-crammed cartoons to audiences across the UK and Ireland. Available in over 13 homes, Nicktoons features top shows such as T.U.F.F. Puppy, Monsuno, The Penguins of Madagascar and SpongeBob SquarePants. More information is available at Nicktoons is available on Sky 606, Virgin 717 and through BT Vision.

Nickelodeon UK comprises seven dedicated entertainment channels for kids aged 4-15 and is a joint venture between Viacom International Media and BSkyB Networks. Launched in 1993, the Nickelodeon Network is a top-performing commercial kids TV network in the UK and Ireland with Nickelodeon channels available in over 14 million cable and satellite homes.

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