2016 was a stellar year for Lamaze from Tomy. The brand re-launched with a new look and an integrated marketing campaign designed to reach consumers through a celebrity ambassadorship, parenting media partnership, large scale social media and in-store activation.
Highlights of the year included the launch of its Facebook page, which has over 26,000 fans at present. Lamaze also embarked on a successful partnership with one of the UK’s top parenting websites, BabyCentre. The campaign featured sponsorships, mum testimonials, display advertising and a series of product reviews from influential parenting vloggers. The brand has also enjoyed over £1,000,000 worth of media coverage from its successful celebrity ambassadorship programme with Coleen Rooney.
This 360 campaign resulted in excellent sales during 2016, driving the brand’s growth by 3%. Six Lamaze characters, including Freddie the Firefly and My Friend Emily. sit firmly in the Top 20 of NPD’s Infant Plush category. The Garden Bug Hand and Foot Finder set has also enjoyed success, having ended the year at number four in the Other Infant Toys category.
In 2017, Tomy will continue to support Lamaze with a year round strategic communications plan across multiple consumer touchpoints. The toy giant will also continue to secure its position as the number one infant plush brand by launching three new Clip & Go characters. It is also set to expand its popular gifting and activity toy segments with new releases including Repeat Petey, Stacking Starseeker and Cosimo Concerto.
Emma Fryer, head of UK marketing at Tomy, said: “After our focused efforts to return Lamaze to growth in 2016, we are excited for what 2017 has in store. We’ll continue to put the full strength of our marketing teams behind the brand and support new launches to ensure we continue to lead in the infant toy market.”