PlayWise Partners LLC today announced the launch of its integrated communications agency. Kicking off at Toy Fair New York (TFNY), PlayWise Partners will represent international toy and entertainment company YULU (booth No. 1765) as its agency of record.
PlayWise Partners was founded by Rachel Griffin and Sheena Stephens, two public relations professionals and toy industry experts. The agency’s mission is to help build great brands and inspire playful lifestyles for all ages, with core agency capabilities including media relations, experiential marketing, product launches, influencer activation, event and trade show management, social media, corporate social responsibility, corporate communications, and investor relations.
“We are excited to partner with PlayWise and benefit from the expertise of two of the top PR experts in the toy industry,” says Jochem van Rijn, co-CEO and co-founder at YULU. “In the spirit of entrepreneurship, we are proud to support a new business that is led by a powerhouse team of women.”
Co-founders Griffin and Stephens met 16 years ago at a toy industry event in New York City. Each was representing a toy brand with a booth placed in the back corner, so they got creative and worked together to wrangle press to their location and garner some attention. From that point, despite working for different companies throughout their careers, they continued to collaborate and support each other to secure coverage for their respective companies or clients.
Griffin is among this year’s Women In Toys: Wonder Woman of the Year Finalists, nominated for her commitment to social responsibility. With 15 years of in-house communications experience, she excels at implementing and negotiating strategic marketing initiatives while deepening brand awareness through comprehensive media coverage, events, and digital and social media.
Stephens has both in-house and agency experience, including leadership of integrated communications programs for toy and consumer brands, such as Razor USA, where she helped elevate the scooter category to become a staple of childhood transportation, and Moose Toys, where she helped catapult Shopkins into a billion-dollar lifestyle brand and licensed property.
For more information, contact info@playwisepartners.com.
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