Child’s Play Communications Creates CPC Tech

Child’s Play Communications has launched CPC Tech, a new division devoted exclusively to creating awareness of and demand for family-friendly technology products. CPC Tech will be responsible for promoting products ranging from apps to tablets to technology-driven toys.

Recent clients have included multiple Peppa Pig apps, and littleBits, a system of electronic modules that snap together with magnets to create circuits. “We’ve been handling so many child- and parent-focused tech products recently, we’ve decided to launch a group entirely devoted to that category,” said company president Stephanie Azzarone.

Child’s Play Communications Expands Social Media Division, Adds New Social Media Specialist

Paula Bernstein has joined Child’s Play Communications’ social media division as a social media specialist.

Child’s Play specializes in connecting companies with moms through traditional public relations, social media, word-of-mouth communications, and online marketing. [Read more...]

Child’s Play Communications Kicks Off 25th Anniversary Celebration with Move to New Office

Child’s Play Communications has moved into new office space, one of several developments planned in relation to the agency’s 25th anniversary this year. The new address is 12 West 31st Street, 6th floor, New York City, New York, 10001. The agency’s phone number, (212) 488-2060, remains the same.

Other anniversary developments, whose details will be announced later in the year, include new services, a new website, additional senior staff, and expansion into other niche markets.

What’s Your Toy Fair Product Story?

By Julie Livingston, Director of Business Development & Accounts,Child’s Play Communications; former Senior Director of Public Relations, Toy Industry Association

Reporters scouting Toy Fair for hot products and overarching trends are pressed for time and attention. On a good day, they may have an hour or so to peruse the aisles overflowing with eye candy. Keep in mind that, in addition to covering the spectacle of the show, they are also looking for alternative story angles of greater depth. Such angles may include:

  • Lifestyle trends and new ways that kids are engaging in play;
  • “Hometown heroes”- stories about unlikely toy inventors or inventions;
  • Emerging entertainment properties and licenses;
  • Made in the USA products; and
  • Brand legacy stories (including special anniversaries of best-loved brands and characters). [Read more...]

Get a Head Start on Toy Fair

By Julie Livingston, Director of Business Development & Accounts, Child’s Play Communications; former Senior Director of Public Relations, Toy Industry Association

We all know that the fourth quarter of the current year and first quarter of the new year are a marathon of events and deadlines for the toy industry. First, it is the chaos of closing out holiday orders and enjoying a brief holiday break. Then, for many, it’s on to the Hong Kong Toys & Games Fair, followed by Nuremberg and then the annual New York Toy Fair at the Jacob K. Javits Center from February 10 to 13. With such a compressed timetable, every minute in pre-Toy Fair planning counts.

The annual event draws approximately 1,000 global media representatives from top tier outlets including The Today Show, The View, CNN, the Associated Press, The New York Times, NY Daily News, Wall Street Journal, and many more. Media publicity affords toy companies with valuable promotion and exposure, which can help to hype “driver products”–those in-demand items expected to be hot sellers for the 2013 holiday season.   [Read more...]

Toys and Apparel Top Moms’ List of Purchases Influenced by Social Media

Moms love Facebook–but they trust blogs, according to a new study from Child’s Play Communications. Moreover, 92 percent of moms active in social media are buying products as a result of a social media recommendation.

The study, How Moms are Using Social Media RIGHT NOW–and How You Can Make the Most of It, conducted by Child’s Play Communications, was presented for the first time at the eighth annual Marketing to Moms Conference in Chicago, held from October 23 to 24.

Child’s Play reached out to the 1200 moms in its Social Savvy research network–almost all of them regularly active on blogs and social networks–to explore five key questions:

  • What social media platforms do moms currently favor?
  • How has that changed?
  • Why?
  • What social media platforms are impacting purchasing decisions?
  • What products are moms buying as a result of social media recommendations?

Among the study’s findings:

  • Facebook, Twitter, and blogs were the three most popular social media platforms among moms surveyed
  • Pinterest was the platform that most moms (63 percent) tried for the first time this year
  • Instagram topped the list of technologies moms (28 percent) were likely to try next
  • Polyvore and Olioboard were among the new services these early adopters were exploring
  • Moms are spending more time on Facebook than in the past (64 percent of moms) and less time on Twitter (33 percent)
  • Of all social media platforms, blogs impacted moms’ purchasing decisions more than any other (80 percent)
  • Toys were the No. 1 kids’ product purchased by moms as a result of social media recommendations

Child’s Play Communications specializes exclusively in public relations, social media, and word-of-mouth communications for products and services targeted to moms. Based in New York City, the agency has launched an array of proprietary services to engage this influential market through traditional media, online, and in-person, including the award-winning Team Mom, the agency’s own network of mom review-bloggers. For additional information, visit their Web site, blog, like them on Facebook, or follow them on Twitter or Pinterest.

Child’s Play Creates U.S. Outreach Campaign for Almost Naked Animals

Child’s Play Communications will create a social media outreach campaign to build brand awareness for 9 Story Entertainment’s animated TV comedy series, Almost Naked Animals, and its new lines of licensed products. Child’s Play will also be working with selected parenting publications in the U.S.

Almost Naked Animals features an assortment of free-spirited animals in their underwear, who run a beachfront hotel doing their best to make each day more fun than the last. Lead dog and hotel manager Howie heads the ensemble cast. Now in its third season, Almost Naked Animals is both produced and distributed by 9 Story. The series airs on Cartoon Network in the U.S., as well as many other channels worldwide.

This post was originally written by Ali Mierzejewski and published by ToyBook.com. For more news, visit www.toybook.com, follow The Toy Book on Twitter, and like The Toy Book on Facebook. The Toy Book is a bimonthly trade magazine covering the toy industry, published by Adventure Publishing Group.

Child’s Play Communications to Manage eOne’s PR Strategy

Child’s Play Communications has added the Toronto-based international sales, licensing, and merchandising business, Entertainment One (eOne) to its client roster.

Child’s Play will publicize eOne’s, Peppa Pig, the preschool franchise recently introduced in the U.S. The show involves Peppa, a loveable, exuberant little piggy, who lives with her little brother George, Mommy Pig, and Daddy Pig. Peppa’s favorite things include playing games, dressing up, days out, and jumping in muddy puddles.

Child’s Play Communications will also handle the public relations for Team Mom and Web Mom blogger programs, to generate awareness of the tv series and DVD, books, and toys for fall 2012.

[Read more...]

Keeping the Momentum Going After Toy Fair

Final post in a six-part series of posts on preparing for the annual trade event

By Julie Livingston, Director, business development and accounts, Child’s Play Communications, New York City

With Toy Fair officially over, it is time to take a quick breath and capitalize on the media interest your company or brand received during those intense four days. You may return to a desk piled high and an overwhelming number of emails to answer, but don’t lose the momentum you’ve created. Many Toy Fair exhibitors come back from the show re-energized about their own businesses, so now is a good time to move fast. If you wait more than two weeks after Toy Fair to start following up on media leads, there’s a good chance you’ll never do it. Following are tips on the most effective ways to keep the momentum going after the show:

1.     Re-read Toy Fair notes and identify next steps: Transcribe your Toy Fair meeting notes as soon as possible while the show experience is still fresh in your mind. Ask other colleagues to review and “weigh in” from their perspective. With input from everyone who worked the booth, keep a record of which media outlets stopped by and who worked with them. Importantly, note any issues or problems. Did a reporter come early or late to an appointment, finding that there was no one available to work with them? How was this handled? Were bloggers treated with respect? How were business cards collected? How could these things be handled better in the future?

[Read more...]

Tips for Optimizing Exposure For Your Toy in Real Time at Toy Fair

Fifth in a series of posts on preparing for the annual trade event.

by Julie Livingston, director, business development and accounts, Child’s Play Communications

That crazy mix of anticipation, excitement, and adrenaline occurs each year for me, as I walk into the Javits Center on opening day of Toy Fair. There is so much to do in advance of the show, not to mention managing the intensity of the four-day event and post-show follow up.

If you have already reached out to the media and bloggers to schedule appointments to meet and give them a heads up on your new products, that’s a good thing. There is a chance that some reporters may spend times “walking the floor,” but with staff cutbacks at many media companies, their time is often limited. It is more likely for reporters to come to Toy Fair with predetermined ideas of what they want to see; they may also narrow their search for specific products that exemplify a particular toy trend (or trends) they are covering, such as tech or connected toys.

As a Toy Fair exhibitor, what is the best way to handle the media on site at the show? This is often the biggest challenge for exhibitors who are preoccupied with retailer meetings and managing a handful of product samples. This post includes tips and advice on how to work with the media that attend the event.

Scheduled Appointments

If you have preset appointments, tell your exhibit booth administrator and designate another colleague as a backup, in case you are unavailable. If your backup is someone unaccustomed to dealing with the press, provide an overview of the media outlet and leave any press materials for them, as well as your business card and mobile number. Given the hectic nature of Toy Fair, it is not unusual for appointments to show up early or late, which may throw a curve ball into your day. However you handle it, make sure the reporter is taken care of properly and professionally.

[Read more...]