DC Thomson Sales driving TV sponsorship Business challenge DC Thomson’s kids’ magazine portfolio was not front of mind with parents and kids. Insight Young kids tend to belong to tribes. They are either a Beano kid or a Thunderbirds kid and so on. The idea We dramatised what the particular tribes of kids crammed into their fun packed days and made a virtue of the limited timescale of the idents. This high profile 12 month sponsorship for CiTV put the brands front-of-mind and revived sales.