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Our Work

LAUNCHING A CONNECTED TOY

Primo Toys

Goal

Launch UK-based Cubetto coding toy in the U.S.

Approach

Implement traditional and social media outreach as well as expert positioning and awards programs. For media, focus on parenting, tech and holiday gift guides, as well as cities with a high population of tech industry workers/first adopters. Promote Kickstarter campaign and present Primo at the Child’s Play Communications Kids’ & Family Tech Expo (two years running).

Result

The New York Times, FOX News, Babble, Forbes (2x) Huffington Post (2X), Cool Mom Tech (2x) Popular Science, Red Tricycle, New York magazine, Austin Family, San Diego Family, Manhattan Family, Children’s Technology Review, Techlicious, Boing Boing and more, for more than 600 million impressions.

RELEASING A STUDY

Clean Label Project

Goal

What’s really in your child’s food? Child’s Play launched Clean Label Project research that uncovered contaminants.

Approach

Pre-pitch media to generate excitement for upcoming study, invite them to interview Clean Label Project’s executive director and Ellipse Analytics head, encourage cameras to visit the lab where the research took place, implement crisis communications to respond to skeptics.

Result

USA Today, Huffington Post, Forbes, Fortune, Parents, Fox News, Daily Mail, Los Angeles Times, Houston Chronicle, Miami Herald, The Bump, Café Mom, What To Expect, Fox & Friends, local TV (online and/or on air) in 60+ markets including New York City, San Francisco, Boston, Philadelphia, Denver, Chicago, Dallas and Los Angeles — in the first month alone, more than 230 placements with over 790,000,000 impressions.

BLOGGER BLAST

Disney Channel/Phineas & Ferb

Goal

Drive tune-in to the Phineas and Ferb original movie.

Approach

Target mom bloggers and other moms directly through sampling, a live “viewing party,” social reporters on-site at the movie preview and a Twitter party.

Result

105 blogger reviews (exceeding goal of 100), 53 live party posts (goal of 50) and 1300 Tweets, for 4.3 million social impressions.

BRINGING BACK A BRAND

DHX Media/Teletubbies

Goal

Create awareness of the Teletubbies’ return to TV.

Approach

Focus on Teletubbies 20th Anniversary through traditional media outreach, social media ambassadors and major special events including an anniversary bash and a costumed-character tour of New York City’s most iconic sites.

Result

Teletubbies celebrated “Big Hugs” on major market television, and were covered by People magazine, Newsweek, Huffington Post, Buzzfeed, Sacramento Parent, Metro Kids, Houston Chronicle, and more, generating more than 110 million impressions.

PROMOTING A TV SHOW

Entertainment One/Peppa Pig

Goal

Extend awareness of the U.K. based Peppa Pig show that had recently launched in the U.S. and introduce its new collection of licensed products in the toy, DVD and book categories.

Approach

Focus on the lovability of the show’s star through traditional media outreach, a blogger review program and social media management.

Result

Coverage in national media including Parenting, Working Mother, Ser Padres, Babble and She Knows, among many others, both national and regional. Expanded the US Facebook fan base to 51,000 fans in just four months and 553,000 within two years.

INTRODUCING A START-UP

Arckit

Goal

Launch new Ireland-based toy company in the U.S.

Approach

Aggressive traditional media campaign.

Result

More than a quarter-million media impressions in four months, including the Today Show, FOX & Friends, FOX News Network, The New York Times, New York magazine, Adweek, Mashable, Geek Dad, Geek Mom, Chicago Parents and LA Parenting.