Golden Bear Toys hires Playtime PR

Published on: 11th May 2020

Golden Bear Toys is enlisting the support of specialist toy and game communications agency, Playtime PR, to support three major brand campaigns in 2020.

Playtime has devised and will deliver campaigns for Trapped – a series of games that turn any room into an escape room – as well as the interactive feature plush brand Sassimals, and a new addition to the Smart Ball line: Speed Ball. Designed to complement the wider marketing plans for the brands, each tailor-made campaign explores new and interesting ways of reaching the distinct target consumers for each product across a variety of platforms, from young kids and sports fans, through to Gen Z kidults, millennial gift-givers, couples, parents and families of all ages. The agency will also run a robust media relations campaign to secure Christmas gift guide placements for the toys and games during Q4.

“To describe 2020 as an interesting year so far is something of an understatement,” said Golden Bear’s managing director, Barry Hughes, “However, we know that toy companies really do need to adapt and evolve their activity to fit the ‘new normal’ for autumn/winter 2020 and beyond, if they are to see commercial success with new lines. We see this partnership with Playtime as a big step in the right direction, strengthening and complementing our wider marketing activities with our other partner agencies and bringing a new dimension to our communications with all key target audiences.”

Barry continued: “Playtime has developed three entirely distinct campaigns for these three, very different brands. I’m looking forward to trying out new platforms and interesting, creative ways of reaching the many different types of people who’ll love these new toys and games.”

Playtime’s founder, Lesley Singleton, commented: “PR post-Covid is already shaping up to be a very different beast. There are understandably question marks over live events – from in-store to media-based – and a greater need than ever before to be able to read the room and ensure we avoid any activity that could be seen as tone deaf. All toy companies are reliant on having a bountiful Q4 to aid recovery from the impact of the global crisis, meaning that generating exposure, coverage and awareness is going to be competitive to say the least. With all this in mind, the Playtime team has sensitively shaped Golden Bear’s campaign plans to ensure every single marketing penny works harder and more creatively than ever. Although incredibly different to each other, the three campaigns we’ve designed are all focused on getting the products in front of the varying audiences, in creative, engaging and memorable ways – ultimately, to drive those all-important sales.”


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