Children at play

How we engaged parents and stockists through play

As parents we all want to encourage our children to learn, and what better way than through play? That’s what educational toy manufacturer Learning Resources specialises in, so it was the natural theme of our press relations campaign. And given our brief was to increase distribution, it seemed a very worthy message to convey to toy retailers and stockists.

We equipped Learning Resources with powerful press assets, leveraging the research undertaken buy educationalists behind each and every product developed by Learning Resources. We also put faces to names, bringing the experts out from behind closed doors to talk about the thinking that goes into creating toys that stimulate essential skills.

Olympia Toy Fair provided the perfect forum to introduce press to the products, we spent a few busy days in London meeting and greeting and demonstrating the toys (someone has to do it!). And a big part of reaching consumers involved sampling with parent bloggers – who all loved what they saw. That resulted in vlogs of children playing with product – no better showcase!

So what did Learning Resources get for their money? Sustained press coverage with target influencer online media, reviews in published press and enhanced profile in trade titles. A fun learning experience.

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