Discovery, Hasbro Team - Multichannel

Discovery, Hasbro Team

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Discovery Kids and Hasbro are teaming on a watch-and-win promo centering on Trading Spaces: Boys vs. Girls.

The sweepstakes, though, ties to the show's plays on the Saturday-morning Discovery Kids block on NBC, rather than its runs on the Discovery Kids diginet.

From Oct. 4 through Nov. 16, kids can enter to win "The Totally Insane Room of Your Dreams Sweepstakes," in which the grand-prize winner will have his or her room transformed by one of the series' designers, by picking up clues from the episodes for a major weekly prize. Kids submit their entries at discoverykids.com, where they can also win one of 600 instant prizes from Discovery Kids, Scholastic or Hasbro.

The sweepstakes is being supported by ads on major kids Web sites, children's titles like Nickelodeon Magazine, CosmoGirl, Disney Adventures
and Sports Illustrated for Kids, popcorn bags in theaters and Discovery Channel Stores.

In addition to cross-channel spots on Discovery Kids and its sister networks, the promotion will also be backed by ads in 16 TV markets, with commercials, touting one of four Hasbro toys, slated to run on such networks as Cartoon Network, ABC Family, Nickelodeon and The WB.

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