Toy market news

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.  

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.

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.