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OshKosh First Ever Apparel Sponsor of TIME/Nickelodeon Kid of the Year

By Allison Watkinson

TLL Reporter

Carter’s, Inc.’s OshKosh B’gosh brand is now the first-ever childrens’ apparel sponsor of TIME for Kids and Nickelodeon’s Kid of the Year.

Carter’s is the largest branded marketer in North America of apparel exclusively for babies and young children. The company owns the Carter’s and OshKosh B’gosh brands, two of the most recognized brands in the marketplace.

The sponsorship and licensing partnership with TIME and Nickelodeon is an extension of OshKosh’s 2021 Today is Someday campaign, which champions the courage and determination of children.

The Kid of the Year TV special will air on Feb. 9 across Nickelodeon, TeenNick and NickToons. The hour-long TV special will feature guest stars from entertainment, sports and pop culture to surprise the honorees and recognize their efforts and leadership across environmental activism, social justice and more.

“OshKosh B’gosh is proud to sponsor Kid of the Year, celebrating young trailblazers who are making positive impacts on the world around them,” said Jeff Jenkins, Executive Vice President of Global Marketing at OshKosh B’gosh. “The program and partnership with TIME and Nickelodeon are a natural fit for OshKosh B’gosh as we strive to inspire the next generation to dream boldly.”

The OshKosh sponsorship will feature video advertising and co-branded creative promoting for the special on Nickelodeon’s digital and linear platforms, as well as ViacomCBS EyeQ Kids & Family advertising platform. In addition, videos featuring the brand’s new spring collection will be aired, as well as the Today is Someday spot starring young Muhammad Ali.

The company will receive a brand mention via the in-show segment, Acts of Awesome, which highlights the top Kid of the Year honorees. From tagged tune-ins and in-show billboards to media across Nick Kid of the Year and TIME distribution channels, OshKosh B’gosh brand messaging will engage fans leading up to the special. The company will also be outfitting honorees for the award show video segments.