Influencer marketing for toys and games

Driving play, peer power and purchase.

At Highlight PR, we run targeted influencer marketing campaigns for toys and games brands that capture attention and drive action.

From preschool toys to collectible crazes, we connect your products with the right creators, the right content, and the right audience — using family, parenting and kids’ channels to drive awareness, engagement and retail results.

Whether you're launching a new toy, promoting a licensed character, or creating buzz around gifting seasons, we deliver influencer activity that’s authentic, creative and commercially smart.

Why Our Toy Influencer Campaigns Work

Strong Creator Relationships

We’ve built a bank of tried-and-tested parenting and family influencers who know how to showcase toys in fun, credible and conversion-friendly ways — from unboxing to storytelling, from TikTok to YouTube.

Always On Brand, Always On Message

Our influencer briefs are carefully crafted to deliver creative freedom within clear brand parameters — protecting IP, capturing key messages, and ensuring all content aligns with your licensing agreements and brand tone.

Built for Retail Integration

From swipe-up links and UTMs to retailer-specific campaign support, we ensure our campaigns not only inspire — but convert. We often collaborate with media agencies to ensure influencer content supports paid social and shopper strategy.

Our Influencer Marketing Services for Toy Brands include:

  • End-to-end campaign management
  • Influencer identification, vetting and briefing
  • Organic and paid content partnerships
  • Unboxings, play-alongs and seasonal gifting
  • Rights-cleared content for paid and retailer use
  • Collaboration with media teams to maximise ROI
  • Performance tracking and reporting

Case study spotlight

Beast Lab – Moose Toys x Roblox

To launch Moose’s new Beast Lab toy, we created a fully integrated influencer campaign. This included a brand immersion within Roblox and a family influencer launch event generating 31,000+ retailer link clicks and strong engagement with 6–9-year-old boys.

Influencer marketing for toy brands

Case study spotlight

Bluey x Supermarket Sweep – Retail Activation

We tapped into millennial parenting nostalgia with an influencer stunt based around the classic 80s TV show ‘Supermarket Sweep’ led by DJ and presenter Matt Edmondson, which supported Bluey’s Hammerbarn Shopping Centre playset in Smyths Toys.

Why Highlight PR?

  • Deep experience across toy and character IPs
  • Expert in usage rights, licensing approvals and cross-channel content
  • Small, senior team with strong creator relationships
  • Skilled in tying influencer activity to wider PR and retail plans

Want to turn playtime into prime-time content?

Let’s build an influencer campaign that excites kids, wins over parents, and supports your sales strategy.