Exclusive: Interplay’s Adrian Whyles on rising to the challenge of Covid-19

Published on: 6th May 2020

In response to the unprecedented lockdown situation caused by the pandemic, Interplay has created the Play Together with Interplay project.

Toy World spoke to Adrian Whyles, managing director, about how this initiative and the company’s portfolio of creative products is helping families stuck at home.

We asked him how adaptable Interplay is able to be when it comes to coping with the rapidly changing Covid-19 situation. Adrian explained, “It’s crucial that Interplay continually adapts to any challenges. We have always been a business that is flexible and adaptable, but Covid-19 has presented different challenges and – like many – we’ve had to make some difficult decisions in order to best address a situation that has no definitive answers.

Currently, the expectations and requirements of our consumers have changed considerably and as a business we’ve been able to make the necessary adjustments in our media strategies and marketing communications. Our marketing programme, now tailored to the Covid-19 crisis environment, has already been implemented and is currently reaching out to families through TV, digital and print platforms, with messages designed to support families with children in this unprecedented time.”

Adrian went on to tell us about the Play Together with Interplay initiative and how the company is raising awareness of it. “The Play Together with Interplay project was initiated as a response to the (then potential) school closures in the UK,” said Adrian, “with the aim of supporting parents and keeping children happy and entertained during the lockdown. We’re able to offer toys and games that are wholesome and fun, and that deliver a positive learning or creative experience for children.We are raising awareness through TV advertising, extensive PR, social influencers, digital advertising and email marketing.”

To read the full piece, which was published in the May issue, click here.


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