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2021-03-23 https://images.squarespace-cdn.com/content/v1/5f903bc62b523a40e7985b78/1616507007646-OCLVBQ9RCEGFGTTCSUIA/CookiecrumblesUK.png Our Work - ZURU: UK Instagram League - In a nutshell When one of the world’s leading toy manufacturers tasked us with improving its micro influencer programme, we developed a strategy to complement an already successful, sociable brand. Having established a strong approach within the Australasian market, ZURU was looking to replicate this by evolving its focus from search channels such as YouTube, to visual social platform, Instagram, with the aim to create a family account database in each of its key territories. https://www.playtimepr.com/our-work/vip-pets-mini-fans-catwalk-takeover monthly 0.5 2022-02-09 https://images.squarespace-cdn.com/content/v1/5f903bc62b523a40e7985b78/b349c8a8-55e8-468b-8efe-7cf4b4c217d7/all+pics-17.jpg Our Work - VIP Pets Mini Fans Catwalk Take-Over https://images.squarespace-cdn.com/content/v1/5f903bc62b523a40e7985b78/0b3c179d-6de1-4b1e-9488-149b7b9f1ec3/all+pics-11.jpg Our Work - VIP Pets Mini Fans Catwalk Take-Over https://images.squarespace-cdn.com/content/v1/5f903bc62b523a40e7985b78/27888bec-c1ad-490b-a6c3-9de1da0c04fb/all+pics-6.jpg Our Work - VIP Pets Mini Fans Catwalk Take-Over https://images.squarespace-cdn.com/content/v1/5f903bc62b523a40e7985b78/1616503814039-ERXQ5552XO78MY7W12LN/all%2Bpics-59.jpg Our Work - VIP Pets Mini Fans Catwalk Take-Over - In a nutshell How do you begin to make the coolest of pocket-sized pet dolls, even cooler? That was the challenge for IMC Toys’ new collectables range VIP Pets and their diminutive devotees, VIP Pets Mini Fans. These cool, crazy pet dolls share a strong passion for hair fashion and love to experiment with latest styles on their extra-long hair. With that in mind, where could these most stylish of dolls take centre stage to show off their sass and the very coolest of creations? Approach Spring forward to London Fashion Week - THE most iconic event in the fashion calendar. Marry this with the approach to visually dial-up creative empowerment and demonstrate how nothing quite completes an outfit like a super-cool hairstyle. Then, drop this into a glamorous and influential environment to target and reach a diverse and inclusive kid audience. The result? Mini Mode: Global Kids’ Fashion Week. https://www.playtimepr.com/our-work/the-launch-of-magic-mixies monthly 0.5 2023-03-01 https://images.squarespace-cdn.com/content/v1/5f903bc62b523a40e7985b78/525b010e-e760-41cc-877c-d43c74ab7b61/MAGIC+MIXIES+FROM+MOOSE+TOYS.+RRP+%C2%A369.99.png Our Work - Making the magic happen: The Launch of Magic Mixies - In a nutshell The objective for Magic Mixies was clear: Be one of the top toys under the Christmas tree in 2021. With a very strict embargo and limited sales window, Playtime devised a strategy that left no-stone turned – kicking off with an exclusive, virtual launch to whet the appetites of key editors, producers and journalists and seeing it through with hard-core media relations, an in-store event and top-tier influencer activity. On 22nd December, The NPD Group revealed the all-important top 10 best-selling toys in the last week of sales data published pre-Christmas. Magic Mixies ranked 6th in the list. https://images.squarespace-cdn.com/content/v1/5f903bc62b523a40e7985b78/4609a7c4-d9bf-404e-8bab-7041ce3aed4e/Picture+2.png Our Work - Making the magic happen: The Launch of Magic Mixies - Approach and Execution The hottest ticket in town Magic Mixies deserved a magical launch event – an engaging experience that was more than just a product demo. Key to this was the right host. Step forward prime-time entertainer and magician, Stephen Mulhern. His magical expertise gave the launch credibility and his entertainment prowess lifted the overall experience of the product. https://www.playtimepr.com/our-work/surprising-the-nation-with-mama-surprise monthly 0.5 2025-04-03 https://images.squarespace-cdn.com/content/v1/5f903bc62b523a40e7985b78/db5246de-6454-416a-84a8-3ff674a384ae/26410_LLP_S1_MAMA_SURP_PSET_L_FEP.jpg Our Work - Surprising the nation with Mama Surprise - In a nutshell Launch a toy mummy guinea pig that ‘gives birth’ to three babies over a period of 21 hours, the Playtime team were asked. Drive coverage, content, and fame for this brand-new toy from Moose Toys, make it best-seller for Christmas and secure spots on the most-wanted lists for the most wonderful competitive time of year. No problem we said! The requirements were huge, but the Playtime team knew exactly how to go about generating excitement for – and awareness of – the innovative new toy, giving it the festive focus needed to help it stand out from the hundreds of other toys competing for a place under the tree at Christmas 2022. (Spoiler alert: Mama Surprise was subsequently named #4 top-selling new toy*) https://images.squarespace-cdn.com/content/v1/5f903bc62b523a40e7985b78/5ebfb8b2-4d97-49f6-b5b1-51c9dd141afa/26410_LLP_S1_MAMA_SURP_PSET_O_FEP.jpg Our Work - Surprising the nation with Mama Surprise - Brief/Objectives Mama Surprise is part of the Little Live Pets (LLP) brand which evokes wonderment, joy and attachment for children. LLP is famous for creating unique toys that come to life – they move, act or sound like the real thing! We were asked to: Generate hype and excitement for the launch of Mama Surprise with a heavy-hitting campaign Secure parent endorsement and position it as the must-have toy for Christmas Communicate the ‘magical reveal’/’gift that keeps on giving’ message https://images.squarespace-cdn.com/content/v1/5f903bc62b523a40e7985b78/8edd1961-087a-4cda-b84d-f83e7b423ce6/mama.png Our Work - Surprising the nation with Mama Surprise - Results Smashed all expectations: 193 pieces of coverage Reach of 988.5M 40 earned influencer posts 9 commercial content posts The campaign results helped to secure inclusion on the following “top toys for Christmas” lists: ITV1’s This Morning – including on-air demo Smyths Toys The Dream Toys Top 12 https://www.playtimepr.com/our-work/the-mane-event-sylvanian-families monthly 0.5 2025-04-03 https://images.squarespace-cdn.com/content/v1/5f903bc62b523a40e7985b78/164db01e-97d6-4be1-a395-2a9b9ff076f3/Vanessa+BDC_9308.jpg 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