10 Shake launches with four sponsors backing new multichannel

• 10 Shake launched on Channel 13 on Sunday 27 September

Network 10 has secured four major sponsors supporting the launch of its new free-to-air channel, 10 Shake. They are VTech, Toyworld, Spin Master and The Accent Group.

10 Shake, which launched on Channel 13 on Sunday 27 September, is focused on people under 40 and broadcasts kids content during the day ageing up into young adult content during prime time.

The new channel harnesses the power of ViacomCBS’ global library of content and features iconic shows such as PAW Patrol, Blaze And The Monster Machines, SpongeBob SquarePants, iCarly, Henry Danger, Catfish: The TV Show, Just Tattoo Of Us, The Daily Show With Trevor Noah and The Late Late Show with James Corden.

See also: 10 Shake viewers guide: What is on 10’s newest channel?

Network 10’s national sales director Lisa Squillace said: “10 Shake has strengthened our offering and extended the scale we can provide brands targeting kids and youth.

“With a strong line-up of iconic shows appealing to those under 40, we’re thrilled to be welcoming VTech, Toyworld, Spin Master and The Accent Group to the 10 Shake family.”

The launch of 10 Shake also saw the launch of Shake Takes, integratable bite-sized breaks which see young influencers delve into everything new and exciting including going behind-the scenes on some of the best new movies, experiencing real life immersion opportunities and showing off the newest toys, gadgets, fashion and footwear.

Shake Takes are produced and presented in the style of user-generated social videos and sharable across platforms. 

Squillace continued: “With Shake Takes, we’re really leaning into our target audience by giving brands the opportunity to immerse themselves into the demographic not just through linear integrations but also real-life integrations. It’s a fantastic initiative, an Australian-first and one brands have responded really well to.”

VTech Electronics is Australia’s number one infant & preschool toy company specialising in high quality, innovative, educational products that enrich children’s development through fun and smart play.

VTech’s managing director Ed Medica said: “We see the partnership with 10 Shake as a strong extension to our marketing plans, helping drive brand and product awareness during this key time of year with our core target audience, kids.

“The combination of a new free to air channel with an exciting and proven line up of programming will provide a whole host of new eyeballs, allowing us to showcase a selection of new and existing products along with a new brand launch.”

Spin Master is a leading global children’s entertainment company creating exceptional play experiences through a diverse portfolio of innovative toys, entertainment franchises and digital toys and games.

“Spin Master is very excited to be a major partner with Network 10 as they launch their exciting new channel, 10 Shake,” said Geoff Oliver, Spin Master Australia marketing director.

“With Spin Master owning the #1 preschool property in Australia, PAW Patrol, and having it as such a critical component of the 10 Shake schedule, it made a tremendous amount of sense to partner in a large way to support Network 10 with the launch.

“We feel this opportunity will open up a whole new avenue to connect kids with our content and couldn’t be more excited about partnering on 10 Shake and providing another channel for Australian kids to watch the shows they love,” he said.

Toyworld is “Where The Best Toys Come From”. Australian owned and operated, Toyworld operates the largest network of independent toy stores in Australia and has been serving its local communities for over 40 years.

Toyworld general manager Geoff Morton said: “Toyworld is excited to be a part of the launch of 10 Shake. Our stores right across Australia have been synonymous with kids’ fun for over 40 years and we look forward to this being a great partnership that will allow us to connect the best toys with a new generation.”

The Accent Group Limited is the regional leader in the retail and distribution of performance and lifestyle footwear, with over 420 stores across 10 different retail banners and exclusive distribution rights for 10 international brands across Australia and New Zealand.

Its brands include: The Athlete’s Foot, Hype DC, Stylerunner, Subtype, Pivot, Trybe, Platypus Shoes, Skechers, Merrell, CAT, Vans, Dr. Martens, Saucony, Timberland, Sperry Top-Sider, Palladium, Sneaker Lab and Stance.

General manager – marketing mono brands/The Athlete’s Foot & group creative Deena Colman said: “For The Accent Group and specifically our brands Skechers and The Athlete’s Foot, 10 Shake provides an exciting opportunity for us to showcase our incredible kids footwear ranges at key retail moments. Furthermore, the integration opportunities will allow us to create customer centric content that is right on point.”

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