Little Tikes announces ‘Let Them Play!’ summer campaign

Published on: 9th June 2021

Let Them Play! will highlight the brand’s core summer toys, including the Cozy Coupe, Turtle Sandbox, Fountain Factory Water Table, My First Slide and more.

Ahead of the summer season, Little Tikes has unveiled a heavyweight PR, marketing, TV and digital advertising campaign that celebrates the art of playing outdoors with its core products.

The Let Them Play! campaign began over the first May bank holiday with a burst of Instagram content using the influencer content creation platform Tribe, which reached an audience of over 750k. This activity was amplified with ‘31 Days of Play’, a daily Facebook giveaway, hosted on the Little Tikes UK page throughout the month of May, which drove audience engagement from fans attempting to win items from the core summer line.

The first weekend in June saw a social media spike thanks to Instagram content from celebrity dad Adam Thomas, who partnered with the brand to show how he makes the most of his garden with Little Tikes toys. The post, which was shared with Adam’s audience of 1.5m, encouraged users to comment on how many of them still owned their first Cozy Coupe, and precedes a number of impactful PR and social media spikes taking place across July and August that will encourage families across the UK to play, have fun, explore and discover. All social activity has been grouped under the #LetThemPlay hashtag.

Michelle Lilley, head of marketing at Little Tikes UK, said: “Summer has always been a great season for us. We’re currently enjoying strong sales across our outdoor lines and it’s been great seeing how popular some of our new products have been already. Families are buying early to ensure they’re fully equipped for the summer months ahead. We know the British weather can be unpredictable, but we’re noticing people snapping up outdoor items much earlier, ensuring they are prepared for the sunnier days that await us.”

All PR activity, including another Tribe campaign due to launch at the end of the month ahead of the summer holidays, will be underpinned by an extensive digital advertising programme which will run throughout the season. A robust TV campaign which began in March and continues throughout June will also mirror this messaging.


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