Laurie is co-Publisher of The Toy Insider, CTO (chief toy officer) for The Toy Book and The Licensing Book, and the contributing toy editor for Woman’s Day magazine, as well as Founder of The Big Toy Book. Laurie has appeared in major media outlets such as USA Today and The Today Show.
The creator of the FlyLine (R) Complete Flight System, from CPI Corp, give The Toy Book’s editorial staff and President Laurie Schacht a demo of the newest plane. The Flyline was designed for children ages 8 and up.
This post was originally written by Sierra McCleary-Harris 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.
On the opening night of the 109th American International Toy Fair, more than 50 of the most influential and impactful women business leaders in toys, licensing, and children’s entertainment were honored at the 8th Annual Wonder Women of Toys, Licensing, and Entertainment Awards Dinner in New York City. More than 300 industry executives attended the newly revamped event, hosted by Women in Toys (WIT), as they honored the 2012 Wonder Woman Award winners, including Adventure Publishing Group’s own Jackie Breyer and Laurie Schacht.
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.