Kids’ CBC Days comes back with new partners

The public broadcaster is bringing back the popular two-day event, with TD signed on as a sponsor.

On July 18 and 19, CBC will roll out its annual Kids’ CBC Days, a two-day event aimed at children below the age of 10 and their families, at the CBC Broadcasting Centre in Toronto.

The first day of the event invites children to participate in a Kids’ CBC Music Video that will be broadcast on the brand’s TV platform, while the second day features a live performance by The Doodlebops. The public broadcaster is also offering a variety of free activities for children to engage with the brand, such as Monster Math Squad and CBC Interactive Zone.

TD Canada Trust has signed on as sponsor of the event, and will have a reading tent set up on-site, Kim Wilson, creative head, children’s and youth content, CBC, tells MiC.

New partners this year are Parents Canada magazine, which will give families the chance to be on set and get their photo on the cover of the magazine, and Momstown, a national mom’s group with local community chapters, she says.

Other brands involved are Chirp magazine, which will bring free magazine copies and a mascot to the event; the Toronto Public Library, which will introduce libraries to preschoolers and their families for an early start on reading; and Carded, an information-exchange app with family recipes and craft ideas.

“We’re promoting brands as content experiences – we just change the content to reflect the brands that we have on air and the partners that we have behind the scenes,” Wilson says about what differentiates this year’s event, adding that there will also be more focus on technology, such as augmented reality for preschoolers.

The public broadcaster is promoting the event across its TV and digital platforms, as well as on Facebook and Twitter.