Full steam ahead for Toynamics’ Hape railway campaign

Published on: 6th July 2022

Toynamics engaged with celebrity influencers including Christine McGuinness and Mario Falcone to showcase its Hape wooden railway portfolio.

It was full steam ahead for wooden toy brand Hape when Toynamics UK & Ireland teamed up with celebrity influencers for a successful digital campaign to promote the Hape railway portfolio.

Designed to drive reach and awareness of the Hape railway range among parents, and sales impact at retail, Toynamics worked with a mix of TV celebrity parent and influencer talent with target age children, including Christine McGuinness, Cara Delahodye, Mario Falcone and Day with Dad.

Speaking of the plans for Hape Railway, David Allan, managing director at Toynamics UK & Ireland, said: “Over the last 12 months, we’ve worked hard to drive awareness of Hape railway with consumers and our retail partners. We wanted to build on this success, with family-focused influencer activity, to amplify that brand awareness and help drive sales.”

For this campaign, talent was provided with a variety of Hape railway toys and accessories and invited to build their own railway system, to demonstrate the build potential, the playfulness and the range of Hape wooden railway toys and gadgets.

David added: “We’re thrilled with the content created. It shows the quality of our railway toys, the compatibility of product within the range, and that Hape is all about play. The content achieved great engagement and reach across Instagram, and has hopefully helped influence more families to invest in Hape railway.”

Toynamics can offer retailers a consumer promotion on its railway toys – a railway gift with purchase, and assets for colouring competitions. For added in-store theatre, railway play tables are available to retailers as well as additional bespoke marketing activities to suit individual retailers.

For further information contact the Toynamics UK & Ireland team on 0116 478 5230, email or visit


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