The campaign celebrates outdoor play and sees the spotlight shone on core Little Tikes products such as the iconic Cozy Coupe and Turtle Sandbox.

Little Tikes has enlisted the support of McFly band member and dad Harry Judd to kickstart its #Let Them Play campaign.

Launched ahead of the summer season, the heavyweight PR, marketing, TV and digital advertising campaign celebrates the art of playing outdoors with its core products, and encourages parents to ask themselves what play means to their families.

The spotlight shone on the brand’s core outdoor toys such as the iconic Cozy Coupe, Turtle Sandbox, Fountain Factory Water Table, My First Slide and a selection of new toys too including the new Foamo 3-in-1 water table. The brand is encouraging families to put their twist on the hashtag #LetThemPlay with a word that encapsulates what play means to them.

Dad of three Harry got the campaign rolling ahead of the first May bank holiday with an engaging series of Instagram content. The former Strictly winner shared a fun-filled snap of his family enjoying the sunshine with an assortment of toys from Little Tikes.

The celebrity took to Instagram to show his 615k followers how he was getting his garden summer ready for his family, highlighting their love of imaginative play with his own twist on the hashtag. He says: “I love it when the sun shines and we can start having fun with toys in the garden, especially when water’s involved. It’s time to #LetThemImagine”. The post received incredible engagement and was picked up by an array of showbiz titles, including Yahoo News.

The momentum continued as the brand launched a heavy-hitting influencer campaign on the Tribe platform which, once completed, will span an audience reach of over 750k and see content running throughout the summer months. This activity has been amplified with a series of giveaways and competitions on Little Tikes social channels, driving audience engagement from fans attempting to win items from the core summer line.

This precedes a number of impactful press office 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.

Alaina Cornish, senior brand manager at Little Tikes UK, said: “Summer has always been a great season for us and we’re excited to get families actively playing outside this year. Families are buying earlier than ever before, and it’s lovely to see how popular some of our new outdoor products have been already. We love seeing parents put their twist on play and we can’t wait to see more.”

All PR activity will be underpinned by an extensive digital advertising programme which will run throughout the season. The current robust TV campaign is also mirroring this messaging.