How to Best Work With Bloggers and Toy Industry Experts at Toy Fair

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

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

In addition to the hoards of journalists from traditional media channels covering Toy Fair, exhibitors should also consider outreach to bloggers (specifically, mom bloggers who write product reviews) and toy industry experts who cover the annual event.  Both influential in their own right, the clout these individuals carry can be particularly valuable to small and mid-sized toy companies, driving brand awareness, social media prominence, and, ultimately, sales.

Getting your toy featured on the right product review blog is a marvelous way to generate grassroots buzz for your product. According to a recent study conducted by Child’s Play Communications and the NPD Group, 79 percent of all American moms with children under the age of 18 are active in social media. Of that number, about one in four have made purchasing decisions as a result of a social media recommendation; more than half (55 percent) said they made their purchase because of a recommendation from a personal review blog

To reach moms where they “live,” it is essential that toy and youth entertainment companies have a strong presence among mom bloggers. To clarify, a mom blogger is a mother, generally with young preschool-aged children, who blogs on a regular basis. Many of the mom bloggers we work with at Child’s Play turned to blogging as an outlet following earlier careers as journalists, writers, and marketers. Some were involved in other aspects of business, and many are moms looking to express themselves while connecting with other moms to share experiences and life lessons. These women are smart, dedicated, and energetic.

[Read more...]

How to Pitch the Media Covering Toy Fair

Third in a 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 less than a month away, how will you engage the media to ensure coverage for your toys or youth entertainment products? Here at Child’s Play, we’ve been working overtime to fine-tune our media lists and pitches on behalf of clients. This week’s post will include some of our tried and true strategies and tactics for pitching the press.

Think Like a Journalist

With less space for toy coverage and so many exhibitors to see—more than 1,000 at the Javits Center alone, as well as those in private showrooms across New York City—reporters are pressed for time. So, when choosing media channels to pitch, focus on the “why”/reason an outlet would be interested, to determine the “where”/ specific outlets to concentrate on.

Prior to Toy Fair, many journalists will do an online search, hunting for toys that are a match for the following themes, so post your press release on all company social media platforms incorporating the following key themes and key words.

[Read more...]

What Should Be in Your Toy Fair Media Tool Kit?

Second in a 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

As the adage goes, “information is power,” and that is exactly why the nuggets of facts, photos, video and other details contained in your Toy Fair media kit can directly impact the depth and breadth of coverage you get during the show. Start planning out your content by thinking through the writer’s “5 W’s”—the Who, What, Where, When, and Why—as it relates to your product. Ask for input from colleagues in the product development, sales, and marketing areas, as their perspective can provide tremendous insight, and descriptive language to tell the story. In my experience, this process can be time consuming; be prepared for multiple rounds of edits so that the end product is one that will draw attention and interest.

From seeing literally hundreds of press materials in my years in the children’s entertainment business and PR, the following elements when executed well contribute to a successful press kit:

[Read more...]

Countdown to Toy Fair: Identifying Your Communications Objectives

First in a 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

Toy Fair is a month away, and for many toy and youth entertainment companies, the annual event is an important media platform that can help drive brand awareness and buzz for hot items throughout the year. With approximately one thousand media representatives from around the world in attendance, how will your company or brand garner the attention it deserves? Following are tips and information collected during the six years I served overseeing public relations for the Toy Industry Association and Toy Fair, as well as serving toy and youth entertainment industry clients as a PR professional.

1.     Prioritize your communications goals and objectives. For example, is it a new product line review you want the media to see? Or, do you have a hot item you want to hype to help drive holiday orders?  Do you have an announcement about a licensing agreement or strategic partnership? Identifying your primary goals and objectives will provide a framework for all related activities, including any responsibilities that you want other communications personnel or a public relations agency to handle.

[Read more...]

The Toy Book’s Toy Report 01/13/10

toy-logo

Catch up on last week’s news! Read The Toy Book Toy Report for 01/13/10.

To view click here.