China Toy Fair


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.

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