Mason Williams have strengthened their position in the toys and games space with the appointment as retained PR agency for IMC Toys.
The appointment follows a competitive pitch process and will now see Mason Williams managing media relations across trade and consumer platforms.
The firm will cover brands across IMC's extensive portfolio including Baby WOW, Cry Babies, Bloopies, Club Petz and games brand Play Fun.
They will also maximise PR programmes across all IMC licensed properties including master toy licence brand Mickey and the Roadster Racers, in partnership with Disney.
“IMC Toys are delighted to appoint Mason Williams as our retained agency for the UK. PR is an important part of our new strategy, and partnership with Mason Williams will enable us to maximise brand profile across our target market," said Julie Ball, head of marketing UK, for IMC Toys
"The Mason Williams team demonstrated a creative approach to strategic planning, and we are excited to be working with them as an extension to our team."
Commenting on the appointment, senior account director, Joanne Greer said: “IMC Toys is a fantastic acquisition for Mason Williams. As a leading and innovative toy manufacturer, with an extensive portfolio of exciting brands, we are well placed to support IMC deliver their goals. It highlights our expertise in the Toys and Games sector, and enables us to maximise our media and influencer contacts to strengthen brand awareness across IMC’s target consumers.”
The toymaker has a big year planned, with extensive product development taking place in multiple categories including Feature Dolls, Feature Plush and Games, as well as a broad licensed portfolio.
In 2018, IMC will strengthen brand and licence campaigns, with increased media investment across a much broader marketing mix, including TV, digital, social media and PR. In addition, new animated content will launch in AW 2018 to support brand-based digital activations.