Richie, a kid at Mac's school brags about his imaginary friend, Blake Superior, all the time, that it drives Mac nuts. The Annual Imaginary Friend Talent Show Pageant is coming up, so Mac wants Bloo to enter and beat Richie and Blake. At first Bloo didn't want to enter, even though he loves to show off, and demonstrates to Mac how busy he is by drinking and eating really fast, which gives him the hiccups.
Sign-ups for the pageant starts; and Bloo still has his hiccups, and still won't enter it, that is until Richie insults Bloo's hiccups. Now Bloo's onboard for the show, but Mac says he has to get rid of his hiccups. Regrettably, Bloo agrees, but getting rid of these hiccups is harder than they thought.
Finally, they figure they could use these indestructible hiccups to their advantage by showcasing them for the talent portion of the pageant. After Bloo gives a great practice performance to the friends at Madame Foster's home, Richie and Blake spy on them and find out what a big hit Bloo was.
The day of the pageant has arrived, and even though Wilt has been practicing his opening remarks, he messes up but, according to Madame Foster, wasn't as bad as last year. Coco gets everyone to laugh at her jokes, and the pageant begins. Soon Bloo realizes that he lost his hiccups, and in a panic sends Eduardo to go looking for them.
There's no time, though, so he needs to find new hiccups, and just as they find out that Blake has stolen is routine but in burp-form, Bloo finds new hiccups and walks on stage during Blake's performance for the hiccup/burp challenge. Bloo clearly won the battle, and knew he was going to win it all, but the prize went to a friend that made fart noises with his armpits.