Fisher-Price partners with Spotify

Published on: 19th March 2019

Fisher-Price is sponsoring a selection of Spotify’s playlists, aimed at pregnant mums and parents with babies and young children.

The 10-week advertising partnership, which is live on Spotify in the UK, is designed to place Fisher-Price front of mind with UK parents. For almost 90 years, the brand has provided parents with trusted advice to encourage them to feel ready for the important first years ahead. From tips, helpful ideas and parenting resources, to innovative products that help babies to develop at all ages and stages, Fisher-Price understands that every child – and every parenting journey – is unique.

The Fisher-Price and Spotify partnership will be optimised on mobile, desktop and tablet, and will allow pregnant mums, new parents and children to listen to the playlists when at home or on the go.

The four Spotify editorial playlists are:

Pop 4 Kids – a collection of 50 kid-friendly pop tunes featuring Baby Shark and Pharrell’s Happy.
Hits From The Movies – another 50 songs, this time from some of the greatest films in the history of cinema including Keala Settle’s This Is Me.
Once Upon A Time – a list of 43 fairy tales and kids’ stories perfect for bedtime, featuring The Gingerbread Man and The Frog Prince.
Baby Sleep – 95 soothing instrumental tracks for sleepy babies including A Whole New World and Born To Be Yours.

“This is a really exciting campaign as we target the next generation of parents through new platforms,” commented Kelly Philp, UK marketing lead, Mattel. “Fisher-Price has always provided innovation through products, and it’s great to be working with Spotify to continue to inspire parents along their parenting journey.”

Rak Patel, head of sales (UK), added: “Research shows music can brighten moods, educate, and boost language skills for babies and toddlers. Therefore, it makes perfect sense for a brand focused on entertaining children through education play to partner with Spotify on a number of family-friendly playlists for mums, babies and toddlers.”

The partnership is part of a wider marketing campaign for Fisher-Price, which also includes television advertising, digital display advertising, social, and an influencer programme to target new parents and parents with young children.


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