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B&D secures Sports Xtra to promote kids’ favourite Danger Mouse

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We’ve has secured Sports Xtra, the leading children’s physical activity provider, as the latest brand partner to support leading children’s entertainment property Danger Mouse for client FremantleMedia Kids and Family (FMK).

Licensed to thrill a whole new generation of fans, the world’s favourite secret agent Danger Mouse returned to CBBC last year, bringing with him all manner of mind blowing missions, accompanied by his always faithful but ever fearful companion Penfold. It has proved a colossal hit with young audiences, becoming one of the best performing kids shows for children aged 6 – 12 years. A second series of villain-busting adventures is currently in production.

Locked in for spring 2017, the partnership will see 65,000 promotional flyers distributed across over Sports Xtra 500 venues, including weekly sports classes, breakfast, lunchtime and after school clubs, holiday camps and parties. Classes will be designed around a Danger Mouse ‘secret agent’ theme.

News of this deal follows a successful month-long summer partnership with Abellio Greater Anglia, which saw Danger Mouse posters across multiple high traffic sites on the Abellio train network, including Stratford and London Liverpool Street, door drop promotions to 700,000 people and digital activation.

Danger Mouse is regarded with great affection by parents and children alike”, said Rich Barnes, Head of Partnerships B&D. “The Sports Xtra partnership is both imaginative and memorable and will help grow a new generation of fans.”

Tessa Moore, SVP Global Brand Management said: “Action is at the very heart of our aspirational secret agent Danger Mouse’s DNA. A fearless and athletic hero, he is the perfect match for Sports Xtra as they continue their work in promoting kids’ fitness. It’s a great brand fit.“

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