In a market that thrives on trends, timing, and excitement, launching a new toy or game is both an art and a science. Getting the PR strategy right can make the difference between a shelf-sitter and a sell-out success.
At Highlight, we’ve helped dozens of playful and purposeful brands from Miffy, Melissa & Doug and Moose cut through the noise to capture the hearts of families and kids. Based on our experience, here are some of the most effective strategies and trends shaping successful PR campaigns for toys and games.
Tell a story, not just a spec
Parents and children alike connect with stories. Whether it’s the inspiration behind the toy’s creation, its educational value, or its sustainability credentials, crafting a compelling narrative builds emotional engagement and media interest.
Work the long lead, short lead, and always-on angles
Toy PR isn’t a one-moment game. We recommend a tiered approach: secure long-lead features for parenting and lifestyle mags; hit short-lead outlets closer to launch; and build evergreen content that keeps your brand in the spotlight year-round.
Lean into influencer partnerships—authenticity matters
Influencers in the parenting and toy review space offer unmatched credibility—especially when content feels genuine and family-tested. Micro or nano-influencers often punch above their weight in engagement so are not to be underestimated. We worked with three nano influencers for Melissa & Doug for World Book Day and with paid integration, drove 17,000 link clicks.
Launch with a bang (and a plan)
From immersive press events to virtual unboxings, your launch moment should create buzz that’s both media-worthy and shareable. We’ve helped Moose toys launch with a potion shop, bakery makery experience as well as an action fire station, pet shop and magical hall of Mirrors at its Bestival Play tent.
Plug into the power of play in education
Toys with an educational or developmental benefit can often punch through the media clutter—especially with journalists covering parenting, health, or early years learning. Framing your product in this context gives it added relevance and reach. For Melissa & Doug, we’ve worked with media friendly Professor Sam Wass at the School of Childhood to bring his expert opinion about open ended play.
Timing is everything—think like a retailer
PR planning should align with key buying cycles. Christmas, Easter, back-to-school, and summer holidays are prime toy-buying periods. As well as new emerging trends coming from TikTok like Summerween (Halloween celebrated in the Summer). Securing gift guide placements or buyer listicles at the right time is essential—and highly competitive.
Be prepared for product reviews and safety scrutiny
Especially for toys aimed at younger children, ensuring your PR team has access to safety certifications and age-appropriate positioning helps media and influencers trust the brand and recommend it confidently.
With over 20 years of experience working with toy and game brands, Highlight PR knows how to build momentum across media, retail, and consumer channels. We blend strategic storytelling, media expertise, and influencer engagement to generate the kind of PR that drives awareness, engagement, and ultimately, sales.
Whether you’re preparing for a major retail rollout or looking to make a splash with a niche product, we can help position your toy or game to win attention in a crowded market.
Ready to make your launch one to remember? Discover more about our approach to Trade & Consumer PR