IMC Toys extends content partnership with Nickelodeon for second year

IMC Toys has extended its content partnership with Nickelodeon for the second year, following the success of its 2020 Cry Babies Magic Tears collaboration.

Launched in September last year, the Nickelodeon partnership includes the broadcasting of Cry Babies Magic Tears commercial short form episodes, linear content and a digital hub on Nick Jr.

Kick-starting with the Cry Babies Magic Tears Fantasy animated series, this has been closely followed by Spring 21’s Tutti Frutti series featuring the characters in brand new adventures. A fourth series will air this Summer to pre-empt the new Autumn/Winter Cry Babies Magic Tears Storyland range.

Designed to reinforce brand awareness and engagement, the Cry Babies Magic Tears content will continue to stream simultaneously across the Nickelodeon network in commercial airtime; and IMC Toys’ official digital and broadcast channel, Kitoons. The partnership will reach over one million kids in the UK, across touchpoints including P-T-V TV, a dedicated Cry Babies Magic Tears digital hub linked to, and extend on to Nick Jr.’s social channels.  

“Cry Babies Magic Tears remains one of our strongest performers within the business portfolio and the collaboration with one of the world’s leading kids’ entertainment brands perfectly illustrates our commitment to investing in, and growing the brand,” said Kerry Tarrant, IMC UK marketing manager.  

“By partnering with Nick Jr., we have extended our existing Cry Babies Magic Tears community, reaching and engaging a new audience of younger children. We have a phenomenal fan-base with the viewing and engagement figures demonstrating a huge appetite for related content which we will continue to develop across all of our TV, digital, and social touchpoints.”

Due to the massive success of the Cry Babies Magic Tears commercial partnership, IMC Toys and Nickelodeon are also embarking on a joint venture for the VIP Pets brand following a successful pilot launch at Easter. 

Season One of the VIP Pets animated series – which follows the adventures of cute pet dog characters with super-long hair styles – is now airing across Nick Jr. and will be supported by a dedicated VIP Pets hub on  A second series will launch during Autumn with a 13 episode-strong run.

Generation Entertainment’s director of content, Greta Bisetto-Donelan, talks about the partnership: “We are delighted to have successfully activated a fantastic content-led collaboration with Nickelodeon and IMC, for the second year running. In 2021 and 2022, Cry Babies Magic Tears will continue to be showcased on Nick Jr., to delight and entertain the pre-school audience.”

Beyond the partnership with Nickelodeon, a programme of traditional, sponsorship, digital, social and influencer-led campaigns are scheduled to support the new Autumn/Winter product launches. 

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

Check Also

Mattel unleashes Jurassic World Dominion toy range on London to mark National Dinosaur Day

To celebrate National Dinosaur Day on Sunday 15 May, Mattel has unveiled fun new research …