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From the 15th Annual Shorty Awards

Rascal + Friends - CoComelon Partnership

Audience Honor in Brand Partnership


Rascal + Friends, the fastest-growing diaper brand globally and  #1 liked and followed diaper brand on TikTok, has teamed up with Moonbug's CoComelon, the most-watched children's channel, to launch limited edition training pants and diapers. The partnership aims to make change-time easier for parents and provide fun experiences for their little ones.


The two brands share a common vision of easing the parenting journey through relatable and playful brand ethos. The collaboration includes limited edition diaper prints featuring JJ & friends, collectible sticker sheets, and interactive online resources, providing families with a unique opportunity to engage with CoComelon beyond the screen.


The partnership with CoComelon, a well-known brand to millions of parents globally, has boosted Rascal + Friends' brand awareness, establishing it as a key player on the global stage. The partnership has also resulted in an explosive launch that has captured the attention of parents worldwide.


Rascal + Friends key strategic goals were:

Strategy and Execution

To bring the partnership to life, Rascal + Friends launched a comprehensive 360-campaign that included a range of strategic activities and tactics across social, digital and offline platforms. The launch was split into three key phases: 



Activity executed throughout the launch campaign included:



Welcomed the audience to the ‘Rascal + Friends Room’, a nursery filled with breadcrumb clues that alluded to the ‘announcement’. Throughout the week, content across feed, stories, and an exclusive ‘Close Friends’ series uncovered a new piece of the puzzle, captivating audiences who circulated their guesses. 



Partnering with Moonbug to create bespoke CoComelon content for launch, including in-house photoshoots, TVC content and collateral such as interactive potty training assets and website material.



An interactive pop-up PR box designed to surprise, delight and educate, containing a pack of Rascal + Friends CoComelon diapers or training pants, collectible sticker sheets and an exclusive R+F x JJ branded towel. 



6x different sticker sheets to collect in each retail box created a ‘FOMO’ appeal upon purchase. Each sheet was associated with a different topic, where unique QR codes linked to a related educational CoComelon video online.



A highlight included lighting up New York’s Times Square with a digital billboard featuring Rascal + Friends and JJ, which the brand then amplified heavily across social and digital.



Including CoComelon character meet and greets, in-store aisle takeovers, branded feature spaces and additional POS



A dedicated landing page on the website served as a one-stop touchpoint for all things related to the partnership, product and parenting. 



Worked closely with local PR agencies to generate hype in the media, around Rascal + Friends success story as the big-little brand from New Zealand.



160,000 Rascal + Friends x CoComelon samples distributed FREE to parents worldwide. 


Challenges faced by the brand included: 



The partnership has and continues to drive incredible brand growth, achieving record sales weeks across every market globally. In the six months following the launch, our increase in sales well exceeded targets.



From a marketing standpoint, they’ve achieved phenomenal brand awareness, affinity and community engagement for both brands, and elevated Rascal + Friends to the global stage by establishing them as an industry leader. Some highlights to date include:



Video for Rascal + Friends - CoComelon Partnership

Entrant Company / Organization Name

PR Agency, Rascal + Friends


Entry Credits