Generation Media’s Entertainment division will bring a new UK YouTube channel to Nikko Toys fans. 

Nikko Toys has announced the appointment of Generation Media to manage its UK YouTube channel. The channel has been designed to provide an insight-led, interactive platform that allows UK fans to engage with the brand. Nikko Toys will showcase products and connect with its fans through a new, action-packed, fun-driven pipeline of content specifically created around fan passion points.

Nikko’s decision to launch the channel is part of a wider strategy to support the launch of its new 2021 lines, including patented new RC innovations like the Rock CrushR and the Nano Omni X.

The Entertainment division of Generation Media will be exclusively responsible for the management of the channel. The division will also provide creative consultancy services, thus delivering a full editorially-led platform that will delight and engage UK fans of the brand.

“We are delighted to begin our partnership with Greta and the team,” said Laibond Cheng, president of Nikko Toys. “Generation Media is renowned for its in-depth knowledge and abilities in the marketing space, making it the best partner for Nikko Toys. As we continue to grow and expand, we want to make sure we are delivering exciting content to our loyal and growing fan base. Working with the Entertainment division of Generation Media is just the first step in bringing more of that excitement to the digital space.”

Greta Bisetto-Donelan, director of Content at Generation Entertainment, added: “We are incredibly proud to be working with Nikko Toys, a truly iconic brand that has delighted kids for 60 years. Our Entertainment team is looking forward to providing a new digital platform for fans and new exciting content. As we continue to expand our content distribution capabilities, the digital space remains one of our key priorities for reaching audiences effectively. Thanks to our insight-led approach and creative capabilities, YouTube is where we can help brands showcase their products and content, whilst facilitating a dialogue with their fans.”

Nikko Toys will be launching over 40 new vehicle lines into the UK and Ireland this year. After the successful relaunch of the Nikko, Road Rippers and Machine Maker brands in 2019, Nikko Toys is continuing to bring innovative product to market, furthering the message that toy vehicles should be both fun and exciting.