Little Tikes search for toy testers is complete

Published on: 27th September 2021

Over 30 official toy testers have been appointed after Little Tikes was inundated with applications from young hopefuls.

Following the hugely successful Tikes Testers campaign that was launched in January this year, the search has been on to find more toy testing families who will put new and existing products through their paces in the name of innovation and quality control. Little Tikes has now completed the recruitment drive, where only children aged eight and under could apply.

Michelle Lilley, head of marketing for Little Tikes UK, said: “We were inundated with applications, and we’re really excited about the toy testing talent that’s out there. The littlest generation is bursting with enthusiasm, and that’s exactly what we need to keep Little Tikes at the top of its game. We’ve been looking for curious minds, playful personalities and the kind of straight-talking honesty that comes so naturally to small children.”

The company says the programme will be bigger and better than ever before, with over 30 official toy testing experts putting up to 90 Little Tikes toys through their paces. The programme promises more families, more toys, and more opportunities for creativity and development from the chosen applicants.

The brand has been looking for babies from six months, toddlers and young children to become toy testers, selecting those who are ready to go the extra mile to try out Little Tikes products.

With more than 15,000 reviews of Little Tikes toys being syndicated across retail, the new recruits will provide even more insight into Little Tikes products, helping parents, caregivers and gift-givers to choose items that are perfectly suited to their little ones.

Since launching on 23rd August, families have been applying using #TikesTesters and tagging @officiallittletikesuk, along with a picture and description of a special moment with their children. The position proved to be especially popular with pre-schoolers, as the callout for applicants received over 5,000 engagements across the Instagram channel, with a total reach of more than 67,000.

Michelle Lilley added: “For more than 50 years, Little Tikes has inspired, excited and entertained young children, creating products that spark their imaginations and encourage their development. We’ve never underestimated how smart they are or what they have to offer, and now we’re looking to get them involved in our product testing. Just as they learn through play, we learn through watching them play.”

Applications closed on 31 August and the successful candidates will be introduced to Little Tikes customers on the brand’s social media channels in the coming weeks. While the previously selected toy testers are briefed on new playtime projects, the new Tikes Testers will be fully installed in their new positions this autumn, ready to help children across the UK decide exactly what to put on their Christmas lists.


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