Alice Morisson, international sales director at the kids and family marketing agency, tells Toy World how the company’s new technology can help toy companies on lockdown.

For some people, working from home is easier said than done, but Diaframma is among those companies looking for innovative solutions to a unique set of challenges. We asked Alice how important she thinks consistent marketing and communication is for toy companies, given the ongoing pandemic.

“Toy companies, like many industries, are thinking first and foremost about protecting their employees,” she explains. “Many companies in the toy industry have used their own factories, or contacts, to provide PPE to essential workers. At a time like this, we believe that there needs to be the right balance of sensitivity but also productive and positive marketing and communication. The world is seeing a lot of negative information being circulated on TV and digitally. If toy companies can counteract that by offering a little spark of happiness and positivity, we think it would be warmly welcomed at a time like this.”

Diaframma recently acquired a technology which permits it to live broadcast its shoots, offering clients the opportunity to watch production live from their home or office. They can then follow the whole shoot from their computer, as if they were present. Alice adds: “We do of course prefer our clients to be on set with us, but this option does give us a good and safe alternative if travel is restricted. Given the business we’re in, and with children being involved, we are also looking forward and preparing for alternative solutions should severe social distancing measures remain in force. As we are all rapidly discovering, working remotely is possible and has been proven to be productive. Where there’s a will, there’s a way.”

To read the full news analysis piece, which was published in the May issue of Toy World, click here.