Worlds Apart returns to Playtime PR for new game launches

Worlds Apart has returned to toy and games PR specialists, Playtime PR, to handle the UK launch of Woofy Woops and Spin to Sing.

These two app-enabled games from Worlds Apart show a commitment to this category after a hugely successful inaugural launch into it with their sell-out SelfieMic™ last year.

To complement the robust marketing campaign in place the Playtime PR remit is to further drive both titles into the nations psyche. A combination of influencer engagement, product placement, proactive news generation and media relations has been created to ensure exactly that.

Woofy Woops is a hilarious family game where reactions to the action of the canine are captured on a smartphone. Selecting its victim at random the canine and the app-powered play creates slow-motion footage of his cocked-legged decision to be shared and create smiles aplenty.

Spin to Sing is a multi-player karaoke style game with each singer taking a turn on the microphone, recording their performance and others voting on how well they did. A selection of jeopardy cards give a twist to the game and, at the end, everyone gets to watch a montage of the best bits.

Logan Stone, Senior Brand Manager at Worlds Apart commented: “The launch of these two new games is a strong marker for us showing a big investment into this space. After such a phenomenal job on the SelfieMic™ campaign in 2016 we’re delighted to be back with such a passionate and knowledgeable team for our next move. Their creativity on the briefs were really impressive, there was really no thinking twice about getting them back on-board”.

Playtime PR’s Managing Director, Lesley Singleton, adds, “We’re thrilled to be back working on what we see as an evolution in gaming. These two tiles are packed with innovation and together with the talented team at Worlds Apart the entire team are looking forward to getting on with our task.”

Winning Moves hands Top Trumps retainer to Playtime

Top Trumps’ owner, Winning Moves, has handed the brand’s consumer PR brief to specialist toys and games agency, Playtime PR.

Working closely with the Winning Moves marketing team, the agency is tasked with spearheading consumer-facing activity around the Retro range comeback, on-going support for new product launches for all games in the Top Trumps family, and formulating activations to celebrate 40 years of Top Trumps in 2018. Playtime’s strategy also encompasses international influencer relations, activity targeting specific fandoms, plus campaigns around specialist interest packs designed to engage vertical media outlets in niche sectors.

Top Trumps’ Brand Guardian and CEO of Winning Moves, Tom Liddell, comments, “We’ve worked with Playtime in the past on a few projects and it feels like now’s the right time to have them in our gang. With the Retro packs making a comeback later this year and our celebration of 40 years of Top Trumps next year, we wanted to bring in an agency that has as much passion for our products and story as we do. I’m confident Playtime is a great fit with our team and that they have the creative backbone and media knowhow to tell our stories through a wide cross-section of diverse media channels.”

Playtime’s Founder & MD, Lesley Singleton, adds, “Top Trumps boasts an incredible heritage and product offering, backed up by a proactive and energetic team at Winning Moves. By becoming an extension of that team, we’ll plan and implement an array of really fun activations to support key launches, as well as being able to react quickly and authentically to trends and the news agenda. There’s plenty for us to really get our teeth into – Top Trumps is a brand that’s truly entered the British public’s hearts & minds and we can’t wait to help bring it to life even more.”

Playtime PR was established in 2014 and currently works on toy campaigns for Argos, and with brands including Jazwares, Posh Paws International, Esdevium Games, Lottie Dolls, Worlds Apart, Thames & Kosmos UK, Bananagrams, Big Potato and BBC Worldwide’s preschool brands, Hey Duggee and Go Jetters.

 

Magic Box Toys enlists Playtime PR

Collectable toy specialists, Magic Box Toys has hired Playtime PR to handle its UK trade and consumer PR, and social media on an ongoing basis from July 2017.

Responsible for phenomenally successful playground crazes including Zomlings, Star Monsters and Gogo’s Crazy Bones, Magic Box Toys has tasked Playtime with revamping their social media strategy as well as implementing a heavyweight PR campaign to support the launch of Zomlings Series 6 in late August.

Ben Harper of Magic Box Toys comments, “At Magic Box Toys, we specialise in building our own brands to create new trends in the collectable toy market – we know our niche well, and it certainly seems as though we’ve picked a PR agency that knows theirs too! We wanted a team that could offer a strategic-yet-creative approach to our launch marketing campaigns, whilst also maintaining momentum and engagement with our customers year-round. They demonstrated a solid respect for our business model, the Zomlings brand and our approach – the programme they’ve put forward perfectly complements our other marketing activities and I’m looking forward to seeing that leap into action. Much like our products, I found their proposal to be filled with imagination and surprise, it feels like a great fit.”

Playtime’s Founder & MD, Lesley Singleton, adds, “We were fascinated by Magic Box Toys’ business model plus the pocket money appeal of their properties, and it will be really interesting to work with the brand on such fast-moving launches. Zomlings Series 6 has a lot of fun in store for young fans and we’re excited about bringing that to life through engaging content and tactical executions.”

 

Posh Paws chooses Playtime

The UK’s leading plush toy manufacturer, Posh Paws International, has hired specialist toy PR agency, Playtime PR, to handle all its UK PR activity on an ongoing basis.

Working closely with Marketing and Brand Director, Lauren Shipman, Playtime will be responsible for driving awareness of Posh Paws’ Disney plush ranges including some of Disney’s most loved characters, as well as the collectable craze Tsum Tsum and collections for event films such as Cars 3, Despicable Me 3, Star Wars and Marvel. The agency is also working on wider category PR ideas to strengthen the profile of plush toys in the UK and will support key project launches and new licenses for 2018.

“We’re really looking forward to working with Playtime PR across our all of our ranges,” comments Posh Paws’ Marketing and Brand Director, Lauren Shipman, “We have some exciting marketing initiatives planned for this year which I know Playtime can amplify with their creative thinking for mainstream exposure. In addition, we have an incredibly strong portfolio of product to support with even more proactive PR this year, particularly around event film and our Disney licences.”

Playtime PR’s Managing Director, Lesley Singleton, adds, “Posh Paws is a brilliant company, known for high quality plush and working with best-in-class brands – we can’t wait to get our hands on it! Lauren has been really receptive to our ideas, which stretch far beyond a simple press office function. As much as our work with Posh Paws will be about supporting the key lines and driving consumer awareness of specific characters and licences, we can’t wait to do an even bigger job on the whole category this year, ensuring that plush is relevant and front of mind for both consumers and retailers alike.”

 

Argos engages Playtime PR for toys activity

Home Retail Group has hired specialist toy sector PR agency, Playtime PR, to handle campaigns relating to Argos’ toy offering in 2016. This includes activity relating to the retailer’s own toy brand, Chad Valley.

“As the UK’s biggest toy retailer by sales value, it was vital for us to have an agency on board with a specialist understanding of this incredibly important market, to assist in maintaining this position for Argos going forward,” comments Vikki Kirby, Head of Communications, Home Retail Group. “We were impressed by Playtime’s knowledge of the industry and the creative way in which they gain cut-through for their clients in a fairly noisy media landscape. Chad Valley is a multi-million pound toy brand with over 400 products in the range – working hand-in-hand with our in-house PR team and broadcast agency, Markettiers, the team at Playtime has helped shape a truly exciting activation for the brand.”

Playtime PR’s Managing Director, Lesley Singleton, adds, “As an agency devoted wholeheartedly to the world of toys and play, we’re thrilled to have the opportunity to work with the UK’s biggest toy retailer. We’re looking forward to delivering a really impactful campaign for Chad Valley and to working with the in-house team on various toy-related spikes throughout the year.”