Teletoon bows brand integration first

The cartoon network is incorporating Moxie Girlz into its new show Majority Rules.

With the back-to-school blues on many young students’ minds, Canuck kidnet Teletoon is looking to stir up some fall excitement with an inventive new promo leading up to the premiere of E1 Entertainment’s live-actioner Majority Rules. The network has also partnered with MGA to promote its line of Moxie Girlz dolls, launching Sept. 8.

Helmed by Mediaedge:cia, the partnership will see the fashion dolls’ integration in Majority Rules (a first for Teletoon), and includes a contest and a live event featuring cast members of the show meeting fans at two Toys ‘R’ Us locations to sign autographs and take pictures.

To promote the series, Teletoon and E1 have teamed up with Canadian in-school magazine Vervegirl, which will see the series’ protagonist, Becky Richards (Tracy Spiridakos), gracing the cover. The complimentary pub will be distributed to high schools across Canada throughout September and will also feature editorial coverage as well as a promo page that’ll call out the series debut and contest hosted at the net’s website.

The three-week promo starts Sept. 10 during the debut of Teletoon’s new Thursday-night prime-time 3 Hours of Really, Really, Really Awesome block that starts at 6 p.m. Viewers will have to tune in to catch the unique entry code that will only appear on-air during the block. They’ll then be directed to to enter the code for a chance to win one of three prizes: a Powder Room clothing package from the apparel company that provides the clothes worn by the show’s star, an autographed script of the series’ first ep and autographed CD of its theme song artist Shiloh, and two tickets to a Shiloh concert that includes a meet-and-greet.

Airing at 8 p.m., the live-action/2-D animated, 26-ep Majority Rules will be championed on that block, says Teletoon director of marketing Natalie Cunningham. will also be supporting the promo by streaming webisodes of the show’s star and Shiloh performing the series’ theme song and competing in activities.

Teletoon is available in English and French in 7.7 million households in Canada.