In the crowded early years market, products alone don’t drive loyalty—stories do. Parents buying for babies and toddlers aren’t just shopping, they’re seeking trust, connection, and reassurance. That’s where storytelling becomes a superpower.
At Highlight, we help brands in the early years space including Miffy and Melissa and Doug turn features into feelings and products into must-haves.
Here’s why we think the right narrative matters more than ever.
Emotion builds trust
Parents are highly attuned to emotional cues. A brand that tells a warm, authentic story about care, safety or joy builds faster affinity than one shouting specs or discounts. For Paper Owl films, creators of award winning Pablo, we helped publicise its new show Sol helping children and families navigate through grief.
Small people, big decisions
Buying for under-fives is high stakes: safety, development, wellbeing. Stories that show how a product fits into a family’s daily routine—backed by expert voices or parent testimonials—reassure and drive action. For Moose’s Tiletown – a magnetic construction toy – we worked with mum and mathematician Rachel Riley as well as EYFS nursery influencers to promote the product’s educational and child developmental benefits.
Stories create memorability
From books and toys to baby food and clothing, the best-loved early years brands are wrapped in narrative. We help brands craft characters, values and messages that stick with both parents and little ones.
Media love stories, not sales pitches
Whether it’s a founder’s personal journey or how a product supports learning through play, storytelling powers earned media. Our trade and consumer PR work helps brands get meaningful coverage that sells through trust.
Shareable content starts with a story
Relatable, emotion-led content—whether video, a Reel, or an Instagram carousel—is more likely to be shared among parenting communities. Stories inspire conversation. Ads don’t.
In early years marketing, storytelling isn’t fluff—it’s a strategic tool.
At Highlight PR, we turn insights into narratives that resonate with parents and deliver results for brands.
Ready to tell your story? Find out how we can help.