Kellogg’s and Lego have come aboard as charter sponsors for commercial-free pre-school net Noggin.
Deals between Kellogg’s and Lego with the Nickelodeon-owned channel were brokered by media agency Starcom USA, which reps both brands.
Arrangement is not the first of its kind: in 2002, ad-free Disney Channel brokered a sponsorship deal during its preschool Playhouse Disney block with McDonalds. The agreement continues to this day.
Pact would be Noggin’s first with corporate sponsors, although net teamed with Quaker Oats earlier this year for a promotional sweepstakes.
Kellogg’s Mud & Bugs cereal will sponsor series, “Connie the Cow,” slated for double runs the week of Jan. 26. In return, brand will receive three weeks of on-air tune-in spots leading up to the event. Kellogg’s will also bookend each show with “sponsored by” bumpers.
Lego Explorer will sponsor storytelling series “Storytime,” and billboards announcing that will run after each segment.
Noggin launched in1998 as a joint venture between Sesame Workshop and Nickelodeon. It was fully acquired by Nick in 2002 and is now available in 37 million homes.