IMC Toys Announces Nickelodeon Partnership

IMC Toys-Nickelodeon

Cry Babies in Nickelodeon UK

The Nickelodeon partnership will include Cry Babies Magic Tears short form episodes being broadcast on Nick Jr.  The creative, featuring linear content and a digital hub on Nick Jr, is scheduled to go live from End September 2020 and will run for a year. 


The partnership, designed to reinforce brand awareness and engagement, will feature Cry Babies Magic Tears content across the Nickelodeon network between September and December, reaching over 1 million kids in the UK on the Nick Jr. channel.  A dedicated Cry Babies Magic Tears digital hub will be linked to Nick and will host content and videos.  The partnership will also extend on to Nick Jr.’s social channels. 


‘By partnering with Nickeoloden 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, an exciting 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.