Colgate puts characters on toothbrushes. ANA paints them on jets. Juventus wears Jeep for 69 million a season. Every one is a licence. The exclusive designations here are still open.
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Five carve-outs. One sponsor each
Five Official Sponsor carve-outs inside a universe children choose every day. Nobody sponsors the whole Squad or the whole of Lobster Bob's Scenic Tours; every designation is a carve-out, which is exactly why each one holds its value. Every asset is category exclusive: one sponsor, one term, and while you hold it nobody in your category can touch it. The terms are printed plainly because that is how this estate does everything: the card packs carry their odds on the front, and the rights carry theirs.
Seventeen Squad characters plus Lobster Bob and Hernán Saraiva, and every one is a specialist with a job, a country, a backstory and a following of their own.
Now the part no stadium, shirt or ad slot can sell you: presence at the moment of use. Squad characters live inside the daily routine itself, across travel, hygiene, health, safety and learning, which means the character carrying your designation is there at the exact minute your category gets used, in the household, in the wider world every single day.
FMCG has understood this for thirty years:
- Oral-B built kids ranges with Nickelodeon
- Colgate has run character toothbrushes from LEGO to Minecraft
The 2026 kids oral care market reports still name character partnership as the lever that drives brand selection.
Every one of those brands rents its characters from a media giant, on borrowed terms, until the licence ends. Here, for the first time, your category can hold the exclusive designation: Official Partner of the character, on the character page, the product range and the show segments, for the term.
One sponsor per character per category. When your category signs on the character that fits, it is closed, and it stays closed.
Every story needs a way to travel, and in this universe three vehicles do all of it:
- La Mula (LAM-001-VE) grinding up mountain passes
- Nellie (PZ 1953 N) crossing open water
- El Condor (YV-528) over everything else.
They are on the squad cards children trade at breaktime, in the podcast shows twice a week, on the merchandise, and inside every one of the 528 destination stories.
An Official Marque Partner licence bundles the vehicle with its frontier: La Mula with the Land track, Nellie with Sea, El Condor with Air. Your marque carried everywhere the vehicle appears, plus real-world activation: wrapped vehicles in the fleet colours and the Official Sponsor mark, for the full term.
It is the oldest play in sponsorship, done somewhere brand new. ANA has flown Pokemon across the Pacific since 1998 and is still painting fresh jets for 2026, because a vehicle children love is media that never stops running.
Three vehicles. One partner each. When a marque signs, that vehicle is gone for the term, and your competitor gets to watch it drive past.
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For a tourism board, that is the inventory dreams are made of: your destination inside a children's story, attached to a stamp a child earned and will keep forever.
VisitEngland put £650,000 behind a Peppa Pig family campaign because character plus destination is what moves families.
Here, the whole mechanic is already built: the tour, the story, the stamp, the card. Sold by destination, by country or by continent, category exclusive at every level. 528 stamps in the book. Each one is sold once.
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Twice a week, the Trading Post opens: six to ten minute podcasts, one card, how to collect it, play it, trade it, and the mission it unlocks.
Children arrive at the playground already knowing the episode, which is precisely the audience a presenting partner wants to be introduced to.
Presenting partnership means your name at the top of every episode, read in the show's own voice, to listeners who chose to press play.
Beside it sits the Lobster Bob's Scenic Tours podcast, carrying the destination stories. Podcast presenting slots are the fastest-growing line in audio sponsorship for one reason: a voice the audience trusts saying your name beats any advert they can skip.
One presenting partner per show, per term. Two shows. Two seats. Both open today, neither open forever.
Four camps run the universe:
- Discovery Camp for education
- Recharge Camp for health, wellbeing anf fitness
- Refresh Camp for hygiene
- Guardian Camp for safety
Every mission a child completes lives in one of them, which makes a camp the cleanest category alignment in the estate: the oral care brand beside Refresh, the insurer beside Guardian, the food brand beside Recharge, the publisher beside Discovery.
Official Partner of the camp, category exclusive, with the camp page credit, aligned promotions and merch collaboration in the store.
Four camps. One sponsor per camp per category.
Three tiers. Real exclusivity
Your brand appears at the launch. Then it disappears from the journey the money paid for.
Sponsorship that buys a moment is spend. An asset with your name inside a universe children choose is equity, and it compounds for the term you hold it.
Local rights
One market, one designation, exclusively yours for the term. The Cornish captain with the Cornish tourist board. The county brand, the local institution, the hometown name: this is the tier where a local partner holds the designation on a hero the children of their own community already carry in their pockets. Category exclusive from day one, priced for the market it covers.
Regional rights
A territory, sewn up. Multi-market exclusivity across a defined region, built for the national brand and the tourism body that want the exclusive designation, not a rented ad slot. Your markets, your asset, and your category closed to every competitor across the lot.
Your markets, your asset, and your category closed to every competitor across the lot.
Global rights
Everything, everywhere the franchise goes: media, retail, education, ESG, every episode, every shelf, every story the asset appears in. The marque conversations on the fleet start at this tier, and the founding discount was built for it. One partner, worldwide, for the full term. Full stop. for it. One partner, worldwide, for the full term. Full stop.
SPEND: Your logo at the launch event.
EQUITY: the Official Partner designation, exclusive for the full term, on the page, the products, the show and the record.
Request the Sponsorship Prospectus
The Prospectus is the full catalogue: every asset, every tier, the term structures and the guardrails, in one document. Pricing is not printed anywhere. Founding terms are set at the table with qualified partners. Tell us where to send it.
The model is proven. The inventory is new
They all rent. The exclusives here are unclaimed
Oral-B built kids ranges with Nickelodeon. Colgate has run character toothbrushes from LEGO to Minecraft.
The 2026 category reports still name character partnership as what drives brand selection. Thirty years of renting. The exclusive designations here are original issue.
Clubs sell players. We licence characters
Individual player sponsorship is standard club commercial inventory from League Two to the Premier League.
Same rails here, with one upgrade: category exclusivity, inside the child's own day.
Vehicle livery since 1998
ANA and The Pokemon Company have flown character liveries for 28 years, and added three new jets for the 2026 anniversary.
El Condor (YV-528) is the same asset class, unclaimed.
Marque money is real
Juventus earns 69 million euros a season from Jeep through 2028. Automotive brands pay for character association at the top of the market.
La Mula's marque conversation is open.
Pre-shielded sponsorship, values-gated: we never take money from gambling, adult, tobacco, vaping, alcohol or weapons brands, at any price. The test for everyone else is simple: would a parent be glad to see your brand beside this character. And no sponsor ever touches a stat, a rarity, a duel or a mission outcome. The Fairness Rule is absolute, integrations are vetted to the Safe Harbor design standard, and nothing sponsor-branded enters a child-facing mission flow. For a brand buying into children's IP in 2026, that is the point.
In Build: the platform is in build and the estate is trading: cards in playgrounds, the show twice a week, the shop live. Rights sold now are founding terms, priced before the audience and locked for the term.
Founding rights partnerships are by application
One sponsor per asset per category. When your asset class signs, this offer is gone and what remains is whoever owns it. Founding partners set terms at the table on 1, 3 and 5 year structures.
One sponsor per asset per category
Local, Regional and Global tiers
Founding terms on 1, 3 and 5 years
Pricing at the table, not a rate card
In Build:
founding partners buy the discount before the audience exists. That is the honest pitch, and it only works once.
Apply Now
Tell us which designation you want to hold and where. Specifics get specific terms..
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