Influencer marketing has become a staple for toy brands aiming to connect with families in authentic ways. But proving its value beyond likes and views remains a challenge for many marketing directors and brand managers.
In the crowded early years market, products alone don’t drive loyalty—stories do. Discover why the right narrative matters more than ever.
Discover how we activate licensed characters and brands through smart, creative PR that drives buzz, relevance and results.
Discover proven strategies to create saveable, shareable social content that builds deeper engagement with parents.
Discover the top traits family brands should seek in influencer partners—from authenticity to diversity and cross-platform reach. Learn how to connect with today’s parents in 2025.
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.
In the world of toys, one thing remains clear: animals are the powerhouse of the toy aisle! From squishy plushies to must-have collectibles, animal-themed toys continue to capture kids’ imaginations, dominate wish lists and take over social feeds. But why do they work so well, and how can brands tap into this trend to stay … Read More
Since 1970, Earth Day has served as a vivid reminder of the need to protect global ecosystems and biodiversity. Each year, on the 22nd April, it marks a time to consider the small actions we can all take to play our part. As families become increasingly eco-conscious, there’s growing demand for brands to create toys … Read More
With Easter on the horizon, family-friendly brands are rolling out fresh collaborations, seasonal launches, and engaging storytelling to stay top of mind.
When it comes to Easter, lots of people now look for non-chocolate gifts to offer their loved ones. We take a look at what kinds of toys are being bought and why.
International Women’s Day is the perfect time to celebrate the trailblazing women shaping the UK toy industry. Over the past 25 years working in the industry, I’ve witnessed dramatic change. Gone are the days of being one of few women walking the aisles at toy fairs – with stands manned solely by men! Thankfully, there … Read More
From heartwarming nostalgia to bold political statements, this month’s standout toy campaigns are tapping into powerful emotions. Brands are crafting stories that not only capture attention but also inspire action. Here’s our roundup of the best toy campaigns from the past month, showcasing the diverse and evolving landscape of the toy industry. 1. The future … Read More
Whether it’s limited-edition products, unforgettable experiences, or epic collaborations, alternative takes on flowers are captivating hearts across generations—and the craze is only growing stronger, influencing gifting occasions throughout the year.
H1 might seem like the quiet before the storm in the toy world, but it’s a crucial time for toy brands to build authentic connections, collaborate with influencers, and tap into new shopper opportunities. Engaging early leads to better customer retention and higher sales later in the year. Here’s why H1 should be your toy … Read More
Children’s content is thriving. Netflix’s second-most-viewed category in early 2024 was kids and family. Yet, the industry faces challenges: CITV shut down, CBBC moved online, and concerns grow over commercial kids’ TV disappearing altogether. So, how is the industry adapting? The power of Kidscreen Summit Key players in children’s TV will flock to San Diego … Read More
As we head into February, the UK toy industry is off to a strong start. Here’s our ‘January Vibes’ round up of hottest news, trends and releases you need to know.
Nostalgia is a powerful emotion. It evokes comfort, joy, and a longing for simpler times—a sentiment that has increasingly shaped consumer trends in the UK. From plushies and tech-enhanced Tamagotchis to reimagined movie tie-ins like The Lion King, the toy industry has successfully tapped into this collective yearning, fueling the rise of collectible and iconic … Read More
As the year winds down, we’re unveiling our top 10 toy and family trends poised to shape 2025. From shifting consumer values to tech innovation and sustainable play, these predictions spotlight what’s next for toy brands and families. Let’s dive in! 1. Kidult Craze Takes Over The ‘kidult’ market is exploding, with nostalgia-driven toys, premium … Read More
The £1 Billion ‘Kidult’ Market Toy Brands Can’t Afford to Ignore Toys aren’t just for kids anymore. In 2023, the so-called ‘kidult’ market – adults indulging in play for nostalgia, stress relief, or creative expression – accounted for a whopping 28% of the total toy market. That’s nearly one in every three pounds spent on … Read More
Children’s author writes bedtime poem to launch Thready Bear. Teddies, Talent and Modern Poetry… That’s what we brought together in a recent toy launch for Moose Toys, with the one and only, Michael Rosen.
Christmas arrived at the Business Design Centre in Islington this week with two live reindeer bringing the festive wows to the Big Christmas Press Show, where we were on hand to promote our client Moose Toys.
At Highlight, we pride ourselves on crafting unforgettable experiences that resonate with consumers and put our client’s brands on loudspeaker. Our latest big bang for Moose Toys was no exception. This year’s Camp Bestival in Dorset saw Moose become the festival’s official toy partner – a first for the company. Our brief was two-fold: create … Read More
It’s that time of the year again – long days, thousands of steps, sore feet but 2024 Nuremberg Toy Fair didn’t disappoint…
What happens when you bring the latest and greatest from the toy industry together? You get the London Toy Fair!
Read about the trend for nostalgia in the toy industry, Miffy’s growing market presence and the opening of the UK’s first Miffy pop-up.
We helped raise £165,000 for Julia’s House Hospice promoting its Swindogs in The Big Dog Art Trail via PR, social media and influencer relations
Spielwarenmesse TrendCommittee – the organisation behind Nuremberg Toy Fair (Europe’s largest trade event) – recently talked to international experts, trend scouts, market researchers and the media to identify the big three global trends for 2023. Here’s what you need to know…
Brand Licensing Europe (BLE) was back with a bang this year, and Highlight’s consumer team were on-the-ground checking out what will be hot (and not) next year…
Miffy’s first UK food pop-up launches this summer at Westfield White City when Dick Bruna’s classic character takes over Ichiba, Europe’s largest food hall from 11th July (until 30th September 2022).
Today is Earth Day and to mark the occasion, Miffy – the iconic bunny character created by graphic artist Dick Bruna – is launching a new limited edition, responsibly sourced men’s knitwear and accessories range.
April marks World Autism Acceptance Month.
To mark the occasion, we’re helping our client Paper Owl Films launch ‘the Pablo Academy’ – a work experience scheme specifically aimed at neurodivergent wannabe animators.
Instagramable-themed afternoon teas are all over the menus of London’s top eateries this Spring.