Eaglemoss signs Yu-Gi-Oh TV deal

Eaglemoss Publishing Group will be the first TV sponsor of the kids' programme Yu-Gi-Oh on the Nickleodeon Toons channel in a deal worth £1m.

The publisher is sponsoring Yu-Gi-Oh to tie in with the launch of a bimonthly magazine and collectable called the Yu-Gi-Oh GX Ultimate Guide.

It will also drive consumers to visit the website www.yugioh-gx-guide.co.uk.

The sponsorship, which was planned and negotiated by media agency Initiative and Viacom Brand Solutions, is the first of its kind for the part-work magazine sector in the UK.

It will make its debut on Saturday (27 January), during a one-off special Yu-Gi-Oh weekend on Nick Toons.

The sponsorship will then continue during weekdays from 29 January to the end of February.

The main target audience for the magazine is boys aged 8-11, with housewives with children the secondary target market.

The launch will be supported by a four-week TV campaign, on a variety of channels targeting those two markets.

Previous launches from Eaglemoss have included The Magic of Ballet and The Lord of the Rings Chess Collection magazines.

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