PR campaigns in Russia develop according to PR trends of the world. A lot of brands (especially, children’s brands) choose not only standard PR tools, but also non-standard. Classic public relations transform into integrated marketing communications. So, PR Partner agency should develop and realize PR strategy for Winx, which would not only inform target audience, but also involve them in communication with the brand, promote the main values (friendship, health, education, family and others). PR Partner organized 11 partnerships with different companies (beauty salon’s chain, cooking schools, cinemas, etc) and 9 events for children and parents (in Moscow parks, on ice-rinks, in museums, etc).