Mason Williams has strengthened its toys and games credentials after being appointed following a competitive pitch process.

Mason Williams Communications will manage national PR media relations across both trade and consumer platforms. The agency will support new and existing lines across IMC’s extensive portfolio, which include own-brands Baby Wow, Cry Babies, Bloopies, Club Petz and games brand Play Fun. It 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 has ambitious growth plans for 2018, with extensive product development planned across all key product 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 autumn/winter 2018 to support brand-based digital activations.

Julie Ball, head of marketing UK for IMC Toys, commented: “IMC Toys is delighted to appoint Mason Williams as its 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. 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 added: “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.”