Major League Baseball Properties and the Major League Baseball Players Association are set to kick off a second-year program with Cartoon Network designed to promote baseball and baseball-card collecting to kids.
The program features characters from the Cartoon Network show Codename: Kids Next Door, and includes several MLB players in commercials with a storyline about the excitement of opening a brand new pack of baseball cards and seeing which MLB players cards will be added to their individual collections.
A total of six spots will air on Cartoon Network and at MLB ballparks and include visuals of the officially licensed baseball card companies: Donruss, Fleer, Topps and Upper Deck. The spots will be tagged with information about one of three baseball card retailers: Toys “R” Us, Target or the Shop at MLB.com.
“Major League Baseball is devoted to establishing marketing partnerships that engage young people in the game of baseball,” said Tim Brosnan, executive VP-Business, MLB, in a statement. “We are excited to be working with Cartoon Network, one of the most influential and popular children’s networks, to introduce these new spots featuring some of the greatest players in the game today.”
The first spot, airing now, features the New York Yankees’ Derek Jeter and the Philadelphia Phillies’ Jim Thome. Additional spots will feature highlights of stars including Lance Berkman, Adam Dunn, Vladimir Guerrero, Torii Hunter, David Ortiz, Albert Pujols, Ivan Rodriguez, John Smoltz, Ichiro Suzuki and Miguel Tejada.
This is not Cartoon Network’s only deal this season with MLB. Cartoon Network and the Atlanta Braves (both owned by Turner Broadcasting) joined forces to create a branded entertainment and dining experience for kids and families at its home ballpark, Turner Field.
The interactive area, Tooner Field, will be located at the East Pavilion off the Grand Entry Plaza. The project, expected to open in July, will include a three-story, layered facade with eight areas depicting Cartoon Network original characters in life-size baseball-themed environments.
Kids will be invited to explore and play within several activity zones, participate in a variety of cartoony carnival games, enjoy a picnic meal on a miniature baseball field or snack at a Cartoon Network-themed diner, Johnny Bravo’s Café. Parents will be able to watch the game on closed-circuit monitors at Tooner Field.
In other MLB news, the league announced Monday it has signed a multi-year deal with Simmons Market Research Bureau, which will provide access to several Simmons consumer data products from its National Consumer Survey (NCS). These products include the National Hispanic Consumer Survey as well as the Simmons Teens Study.
“The appeal of Major League Baseball as the national pastime is as strong as it has ever been,” said Chris Wilson, president and COO of Simmons Market Research, in a statement. “By positioning itself with Simmons consumer research, MLB will be able to identify specific fan interests, both young and old, and target marketing efforts in the most effective ways possible.”
MLB’s Brosnan, said the league would use Simmons’ offerings too to better understand its fans, how they consume MLB, and how they use the products and services offered by MLB’s business partners.
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