The BlogOn Kids event took place this weekend, celebrating the toy industry and highlighting the benefits that influencers can have as part of toy company marketing strategies.
Toy World’s Mark Austin at BlogOn
Following the success of the inaugural BlogOn Kids event in summer 2022, BlogOn Kids returned to the Coppid Beech Hotel in Bracknell, on Saturday 21st October, and Toy World was in attendance.
Organiser Laura Seaton said that the new weekend date for the event was perfect timing for brands wishing to reach a family influencer audience in the run up to Christmas. With a variety of brand spaces available throughout the hotel, BlogOn offers toy suppliers and PR companies the opportunity to meet and greet creators, see reactions to new toys first hand and to work closely with influencers on dynamic content creation.
The event also hosted the 7th BlogOn Toy Awards, with the toys and games play tested and judged by children attending on the day. For a full list of winners from the BlogOn Toy Awards 2023, click here.
Laura told Toy World: “In today’s digital age, influencers have become an indispensable part of marketing strategies for toy companies. These individuals possess the ability to sway consumer opinions and generate buzz around products through their online platforms. When done well, influencers can become an integral part of toy company marketing strategies, providing a platform for engaging with consumers and generating excitement around products.”
The BlogOn Kids event this weekend was a prime example of how toy companies can engage with these influencers and produce fantastic results across social media for the toys on show as well as helping to build relationships that will prove invaluable for future product launches.
This year’s BlogOn Kids event saw over 250 influencers come together for a fun packed day with over 20 family brands. BlogOn has been hosting influencer events and running outreach campaigns for over 10 years, and it is that experience that is integral to helping the companies who attend get the best results out of the day.
Regan Anderton, Marketing director at Boppi, exhibited at BlogOn Kids for the first time this year and came away with seven BlogOn Toy Awards across the company’s ranges. Regan commented: “Its really lovely to actually see people engaging with our product and seeing children playing with them, seeing what’s popular. It’s been great and we will definitely be back”.
In the early days of influencer marketing, toy companies would collaborate with popular YouTube personalities, often at a hefty price. However, the influencer landscape has evolved, with Instagram and TikTok gaining prominence.
“These micro-influencers are often more accessible for toy companies, as they are willing to work on a gifted or small budget basis,” explained Laura. “This allows companies to work with more influencers and still reach a wider, more engaged audience whilst not making a huge dent in the marketing budget.”
“Influencers have emerged as key players in the toy industry,” she added, “due to their ability to engage with their target audience in a more authentic and relatable manner. They bridge the gap between brands and potential customers, offering a platform to showcase products and share honest reviews and recommendations.”
Boppi stand
