The giveaway will run for two weeks in The Times and The Sunday Times and will include DVDs of shows such as The Wombles, Rainbow and Mr Benn.
The DVDs will be available as covermounts or distributed free with the paper in WHSmith. Editorial content from both papers on the state of children’s TV will also tie-in to the giveaway. Readers will also be able to write in with their favourite character.
The Times sourced the content from The Communications Practice. The launch will be supported by TV, radio, press and outdoor ads, as well as email and retail marketing.
The Times recently announced the launch of a social media and community website called The Times Health Club. Promotions included a free pedometer for registered members and the chance to win a consultation with a fitness instructor.