Nikko Toys appoints Generation Media to manage UK YouTube channel

Generation Media’s Entertainment Division brings a new U.K. YouTube channel to Nikko fans

Written by Mark Naish

Posted 29.12.2020 | Business

Nikko Toys appoints Generation Media to manage UK YouTube channel thumbnail

Nikko Toys has today announced the appointment of Generation Media to manage their U.K. YouTube channel.

The channel is designed to provide an insight-led interactive platform for U.K. fans to engage with the brand. Nikko Toys will showcase products and connect with their fans through a new, action-packed, fun-driven pipeline of content that is specifically created around their passion points.

Nikko Toys’ decision to launch the channel is part of a wider strategy to support the launch of their new 2021 lines, including their 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 U.K. fans.

Laibond Cheng, President of Nikko Toys said: “We are delighted to begin our partnership with Greta and the team. Generation Media are renowned for their in-depth knowledge and abilities in the marketing space, making them 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 together 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 said: “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 their 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 lines of action packed vehicles into the UK and Ireland this year. After their successful relaunch of the Nikko™, Road Rippers™, and Machine Maker™ brands in 2019, Nikko Toys is looking to capitalize on their meteoric rise by continuing to bring innovative product to market, and spreading the message that toy vehicles should be fun and exciting.

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