Melissa & Doug

Toy PR & Influencer Content

For 30+ years, global toy company Melissa and Doug has been igniting imagination in young children with their range of creative toys, crafts and games.

The company champions play as a key benefit for children’s health, development and wellbeing.

OUR ROLE

  • UK press office: consumer and trade and influencer outreach
  • Specifically drive Q4 sales with Christmas gift guide coverage
  • Drive traffic to Amazon, focusing on the brand's top-selling products
  • Weave Melissa & Doug core messaging into editorial and influencer content
  • Manage the company's trade PR and London Toy Fair press briefings

OUR APPROACH

We grouped Melissa & Doug’s hero toys into ’lookbooks’ based on three sectors: Developmental Play, Pretend Play and Arts & Crafts. These were used to support media pitches that tapped the brand’s key attributes such as Best screen-free gifts, and Best wooden/reusable gifts.

Parent influencers who share Melissa & Doug’s ethos re the importance of analogue play - were targeted for toy reviews.

OUR RESULTS

  • 115 pieces of coverage, with a reach of 3.7m
  • Coverage in Daily Mail/Mail on Sunday and the I (three times)
  • 97% of visual content featured a Melissa & Doug product/s image
  • 98% of online coverage (not inc. social) included a retailer backlinkr
  • +6% YOY company growth despite -7% decline in UK toy market
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