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IMC Toys strikes new partnership with Nickelodeon for Cry Babies Magic Tears

IMC Toys has detailed a new collaboration with Nickelodeon that will see the broadcast of a series of Cry Babies Magic Tears content on Nick Jr. The partnership – brokered by Generation Entertainment – will feature linear content and a digital hub on Nick Jr. scheduled to go live from this month.

Reaching over one million kids in the UK on the Nick Jr. channel, the collaboration has been developed to reinforce brand awareness and engagement, and will feature Cry Babies Magic Tears content across the Nickelodeon network between September and December.

The partnership will also extend on to Nick Jr.’s social channels.  

“As one of the world’s leading kids’ entertainment brands, it was a natural fit for us to collaborate with our Cry Babies Magic Tears brand, which is currently one of the strongest performers within our business portfolio,” said Sue Barratt, IMC UK country manager.  

“By partnering with Nickelodeon we will build on our existing Cry Babies Magic Tears community, while further increasing brand awareness and engaging younger children with a host of new content developed for Autumn 2020.” 

Beyond the partnership with Nickelodeon, a mix of traditional, sponsorship, digital, social and influencer-led campaigns are scheduled to commence from the summer holiday period, with additional bursts planned for hero lines from September through to December.

Ranges including Cry Babies Magic Tears, Cry Babies, Bloopies, Bloopies Shellies, and VIP Pets will be supported with a collection of 10”, 20”, and 30” spots aired across terrestrial, satellite, and video-on-demand platforms. Placements include solus adverts for each of the ranges, complemented by combined spots for Cry Babies and Bloopies Shellies.

The integration of a robust TV advertising programme, with digital and social targeting, reflects the company’s commitment to its key ranges within the UK/Ireland market. 

Full marketing support is in place for each of the brands including high-profile social and influencer campaigns, pre-roll placements, continued TV sponsorships, and new webisode content on IMC’s YouTube entertainment channel, Kitoons.

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