OshKosh B’gosh is sponsoring Time Magazine and Nickelodeon’s TIME for Kids second annual Kid of the Year.
The sponsorship, a first for a children’s apparel brand, is an extension of the OshKosh “Today is Someday campaign,” which is centered on kids’ determination to make a positive impact on society.
“At OshKosh B’gosh, we’ve been outfitting generations of trailblazers – and we encourage the next generation to dream big,” said Jenna Bromberg, vice president of brand marketing and creative at Carter’s. “The Kid of the Year initiative recognizes extraordinary young leaders who have made outstanding contributions in various fields, including social justice, science, education and more. The partnership not only aligns with our ethos, but is an extension of OshKosh B’gosh’s 2021 Today is Someday campaign. The Today is Someday platform we launched last year revealed our new brand identity, and the accompanying films highlighted some of today’s most famous, groundbreaking icons who dared to dream boldly as children.”
The sponsorship includes video advertising and co-branded promotion of the TV special on Nickelodeon’s digital and linear platforms, as well as on ViacomCBS EyeQ Kids & Family advertising platform. The sponsorship also includes in-show billboards and media across NickKidoftheYear.com and TIME’s distribution channels. The brand will also be mentioned in the broadcast of the Kid of the Year TV special which airs February 9th.
“The Kid of the Year initiative and specifically the TV special, is a highly anticipated program that families watch together,” said Bromberg. “A partnership of this size and scale is the largest in recent brand history, and we believe this is the perfect moment to celebrate these extraordinary changemakers. We’re proud to get behind a program centered on kids who are making a positive impact on the world and are inspiring other kids to follow in their footsteps. For these kids, today really is someday.”
“The Kid of the Year initiative celebrates young changemakers who are making a positive impact on society, which perfectly aligns with our brand purpose to champion the dreams, courage and determination of children. This generation is going to change the world – and these kids are blazing the trail. They’re out there making it happen.”
