Marketing Memo: What’s in Your PR Toy Box?

by AMY FRIEDLAND, Executive Vice President, Freeman PR

Here we are, planning for another year with no Toy Fair and, perhaps, no Toy of the Year (TOTY) Awards (at least in their usual form). There is lots to strategize, think, and rethink about as we navigate the public relations (PR) toy box (aka “toolbox”) to generate buzz and sales this year. As you finalize your PR plan, here are a few thoughts to consider as you determine what works best for your business and your budget.

What does another year without a Toy Fair mean for your PR strategy? It means in-person media events AND virtual shows. We think the hybrid approach is here to stay.

One thing we’ve learned is that timing is everything. Despite changes in the landscape, the media — and the toy industry — responds to continuity. It’s important to make sure you’re in front of the media with in-person shows at the beginning of the year to set the stage for optimum editorial coverage and relationship-building for the months (and years!) ahead.

The pandemic taught us that virtual meetings can — and do — work. While they don’t replace the hands-on experience that toys and games may require, we have discovered that a strong combination of both can work.

I know what you’re thinking: “We’re out of the pandemic, so why do I have to resort back to virtual?” It’s important to note that some members of the media and most freelance writers can’t attend in-person trade shows because of timing, location, or budget constraints. During the pandemic, the toy industry made new connections with reporters, some of whom had never attended a Toy Fair. Virtual appointments are still essential and even encouraged by the media. They welcome a quick, 15-minute Zoom, especially when timed to seasonal news cycles. Bonus: You might just land another story.

Consumers crave constant content, hot new products, and funny “shareable” videos. They scroll social media and spend money on the latest and greatest.

Amplifying your message alongside your media campaign is essential to creating awareness that moves the needle for sales. Harness influencers in new ways to find the perfect mix — aka “influencer sauce” — for your brand.

Now, more than ever, it’s critical to curate the perfect creator list. Complement traditional toy and family creators by expanding your footprint with niche influencers that mirror your purchaser. This could mean a game influencer with a loyal following that engages and connects with your core audience; an occupational therapist who creates content using your product in a unique way; or a teacher with a highly engaged micro audience on the hunt for inspiration and new ideas. How about a “grandfluencer?” Yes, it’s a thing!

With solid planning, a little luck, and just the right influencer’s content (paid or earned), you can see dramatic engagement that triggers robust sales. And, it doesn’t always mean working with a MEGA influencer to pull it off.

We’re back baby! While the big budgets of the pre-pandemic toy industry have yet to return, consumer engagement has. Whether it’s attending public-facing shows like the Chicago Toy & Game Fair, fan events and conventions, or just low-cost sampling in key areas of dominant influence (ADIs), smart marketers know the importance of engaging with consumers. Demo your product. Get valuable feedback. And build your email database for future launches!

Many years ago, Toy Book contributor Chris Byrne aka The Toy Guy (formerly a hard-working PR guy who just happened to be my boss) and I handed out Pictionary card packs to passers-by on the street (or we tossed them out of a moving car, a story for another time). That kind of old-school grassroots marketing is back! Have fun. Get creative. Not everything has to be done on a big budget, so let’s dig in and don’t forget to play!

A version of this feature was originally published in the February 2024 edition of The BIG Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!