AMS Next gen, a subdivision of AMS Media Group, have launched the ‘Ultimate Christmas Toy Test’ commercial opportunity with ITV for leading toy brands.
AMS Next gen today announced a rare, high-impact advertising partnership designed exclusively for toy brands aiming to capture family audiences ahead of the critical Christmas shopping season.
Dubbed the ‘Ultimate Christmas Toy Test’, this limited opportunity allows up to nine select advertisers to combine authentic product testing integrated into ITV’s daytime schedule with bespoke, high-production value commercial content produced directly by ITV’s in-house creative teams.
With parents increasingly seeking trusted recommendations for their Christmas wish lists, this campaign merges the authority of ITV’s programming with tailored commercial storytelling. Participating brands will benefit from:
• On-Screen Product Testing: Unvarnished, fun, and memorable product tests
• Bespoke Co-Branded Content: Original TV content designed, filmed, and produced in collaboration with the creative minds behind ITV’s marquee shows.
• Prime Festive Placement: Targeted airtime on ITV1 daytime
• Turnkey Execution: An all-inclusive sponsorship and production package covering strategy, creative, filming, rights, and media placement.
Simon Cox, Founding Partner at AMS Next gen told Toys n Playthings: “When we started Next gen we wanted to bring fresh thinking to offer new initiatives to the market using our established relationships with major media owners.
Simon added: “We all know that a product reviewed on ITV Daytime is worth its weight in gold in terms of providing sales uplift. As you cannot influence editorial decisions, we have worked with ITV to offer a commercial solution that will allow exposure to an audience that we know is receptive. This will be done in a pre-determined way that allows partners to plan around this activity to maximise sales uplift. All of this can be done as a licensed partner of ITV which will also increase gravitas with retailers and customers alike.
He continued: I look forward to building some successful partnerships with companies this year and pushing this further forward in 2027.”
Expressions of interest are open immediately to eligible toy manufacturers and brands. Contact Simon Cox, Founding Partner at simoncox@amsgroup.co.uk or call him on 07715011 166
