Fremantle Kids & Family launches brand campaign for Kate & Mim-Mim

Published on: 16th June 2017
The campaign will be friendship-themed. 
Fremantle Kids & Family has launched a dynamic brand campaign for its popular pre-school property Kate & Mim-Mim, which celebrates childhood friendships and provides parental advice on how to help young children form meaningful bonds.

Devised to encourage deeper brand engagement for Kate & Mim-Mim (which airs on CBeebies and Netflix in the UK) and promote the show’s key themes of friendship, the Childhood Friends campaign enlisted the help of parenting expert and author Eileen Hayes MBE who provided tips on how parents could help their children make friends in their early years.

The tips were supported by a major survey, conducted by OnePoll which quizzed 2000 adults about childhood friendships. The survey revealed how important our first friendships are and discovered how they shape and influence the adults we grow into. The study also found that the first friendships formed in primary school can last a lifetime – with 35% revealing that their first best friend when they were young shaped who they are today.

On average, UK adults met their best friend from childhood aged seven – going on an average of 38 adventures, overcoming 14 fall-outs, and experiencing 13 life-changing events together.

The results were issued across the media with a complementary piece of digital content that followed two children and two mums making friends. The campaign achieved wide spread coverage in national newspapers online sites, including the Sun, Mirror, Yahoo, and Express as well as numerous regional and parenting outlets, gaining a total reach of 233 million.

In addition a short video of Eileen Hayes giving parental tips was made available on the Kate & Mim-Mim YouTube channel and specially branded PDFs with tips and activities for children were created and made available for download on the brand’s website. A themed branded pull-out featuring friendship-based activities will also run in the girls’ pre-school title Cute magazine.


Breaking News: PlayMonster set to expand global presence with rebranding of Interplay UK

TRA’s Toy of the Year Awards winners announced

Wow! Stuff flashes to the beat with new Chibies

VTech to launch green ELPs as part of ongoing sustainability commitment

Missing Toy Fair? Toy World’s January issue has the industry covered

Fears grow of major price rises due to increased shipping costs

Exclusive: Standing up to Amazon – a successful trading terms strategy

Inventor Adam Borton seeks students for Toy and Game School

BTHA celebrates 2020 toy trade Superhero Awards

The Lego Group launches Lego Bygge Hygge