PR for Toys and Games

Creative PR for Toys and Games that sparks imagination – and sales

At Highlight PR, we live and breathe toys.

With years of experience working across some of the world’s most loved toy brands, we deliver trade and consumer PR campaigns that don’t just make noise — they drive real results. From preschool to playsets, collectibles to character IPs, our campaigns connect your toys with kids, parents, media, retailers and influencers alike.

Whether you're launching a must-have new toy, seeking award recognition, or driving retail sell-through, our campaigns are tailored to bring the WOW.

What makes our Toys and Games PR different?

Deep Sector Expertise

We understand how the toy industry ticks — and what makes headlines. Our team combines industry insight with creative flair to deliver campaigns that perform across retail calendars and media cycles.

Media & Influencer Power

Our little black book includes top-tier contacts at national print, broadcast and digital outlets, parenting media and trade press. From Christmas gift guides to Toy Fair spotlights, we know how to get your brand featured in all the right places.

Retail-Ready Focus

We deliver content and coverage that directly supports your retail channels — whether that’s click-to-retail influencer activity, award wins for shelf standout, or in-store event buzz.

Commercially Savvy PR

Our campaigns are built with business goals in mind — driving awareness, creating engagement, and ultimately nudging purchase intent. We also plug into your media agency plans to ensure earned coverage aligns closely with paid plans.

Our PR Services for Toy Brands include:

  • Strategic new product launches
  • Product placement and shopping pages
  • Gift guides and Seasonal PR (Christmas, Easter, Back to School)
  • Toy trade media relations (e.g. Toy World, Toy News, Licensing Source)
  • Award submissions and gifting campaigns
  • Creative stunt & experiential activations
  • Newsjacking & Story-led media features

Case study spotlight

Sylvanian Families x London Fashion Week

We hijacked a cultural moment, recreating the Queen and Anna Wintour’s front-row fashion moment with Sylvanians for a World's Smallest Catwalk at Hamleys. A playful campaign that landed high-profile press and made mums smile.

Why Highlight PR?

  • 20+ years of toy sector experience
  • Award-winning campaigns
  • Integrated skills promoting products, purpose and brand personality
  • Agile and collaborative with media agencies and licensing partners

Let’s put your toy brand in the spotlight

Whether you're planning a blockbuster launch, a subtle brand build, or a cheeky stunt, we’ve got the tools, contacts, and creativity to make it fly.