Playtime will implement campaigns spanning consumer media relations, events and influencer engagement.

Learning Resources has appointed specialist toys and games agency, Playtime PR, on a retained basis in the UK. Working closely with the Learning Resources team in the UK, Playtime will drive the brand’s key mission: to help kids love to learn.

Simon Tomlinson, head of marketing for Learning Resources, commented: “As we continue our phenomenal growth, the time is absolutely right to step up our marketing and PR activity in the UK. I decided to bring in a PR partner which I’m confident can work with us to carefully craft and hone our strategy, and subsequently deliver campaigns and results with a firm focus on our core brand values. With over 1000 different products available to a variety of educationally-savvy audiences, hiring Playtime will ensure cohesion in our marketing efforts and stellar support for key brands in our portfolio such as Botley, Beaker Creatures and Playfoam. As soon as I met with Playtime, I knew we’d found the right fit – a values-driven agency with a solid understanding of both who we are and the market we operate in.”

Playtime PR’s founder and managing director, Lesley Singleton, added: “We are absolutely thrilled to be working with Learning Resources. Thanks to the immense amount of research that goes into creating every one of their products, Learning Resources continues to innovate with toys which offer a valuable learning-through-play experience that many brands aspire to, yet few achieve. We’re all excited to be working with such a rich mix of products and a truly inspiring team both here and in the US.”

Hitting the ground running, Playtime’s first focus is on building awareness for coding robot, Botley, in the run-up to Christmas, as well as for the new collectibles range with a scientific twist, Beaker Creatures, and compound-collectible brand, Playfoam Pals.