My First Crayola has partnered with Huggies Pull-ups for an on pack promotion.

The partnership is part of the Crayola’s ongoing strategy to recruit parents into the My First Crayola educational brand.

The promotion, which launched last month, ties into Huggies Pull-ups’ own educational programme, which provides mums with potty training advice to help support them through the development of their toddler.

Money off coupons can be found in packs across the whole My First Crayola product range, which are redeemable against any Huggies Pull-ups purchase.  The partnership will be supported by various marketing and PR initiatives including sampling at The Baby Show in May, with further plans to extend this to the Baby & Toddler Show in October, as well as blogger outreach and promotion in parenting press.

Leon Jarmolowicz, head of marketing, EMEA – Crayola Division, said: “Partnering with Huggies Pull-ups fitted perfectly into our overarching brand strategy to communicate with mums of very young children and make the Crayola brand more relevant in their eyes. It was a natural step in the development of the My First offering; the two brands have great synergy and we look forward to seeing the response.”