The new campaign has launched this week and highlights Melissa & Doug’s mission and products in a way its consumers have not seen before.
A still from the new campaign shows a wooden Melissa & Doug fire truck on the way back from a rescue, before being joined by an unexpected passenger
For more than three decades, Melissa & Doug’s wide-ranging portfolio of hands-on, screen-free toys has helped foster creative thinking and learning in their children. Known for its thoughtfully designed wooden pretend play toys, developmental products, puzzles and crafts, Melissa & Doug believes passionately in championing the benefits of kid-powered play. The brand views this campaign as a way to further support parents and others in helping children see the wonder in the everyday through the world of Melissa & Doug.
The ‘Timeless Toys. Endless Possibilities’ campaign aired for the first time this week, both in the US and the UK.
The new campaign aims to reach parents who are searching for a simpler, but still engagingly fun, kind of play for their children. Melissa & Doug has grown its global brand awareness thanks to word-of-mouth recommendations and the long-lasting quality of its products, but says the new campaign will give voice to the brand in a way that consumers have not seen before, adding a new dimension to the brand they love. For parents unfamiliar with the brand, the campaign will introduce them to its mission and the products in its assortment. The campaign is launching digitally on Amazon, Hulu and YouTube, as well as social platforms, including Pinterest and Instagram.
“With this campaign, we’re hoping to reach even more families with our message about the power of open-ended play,” said Bridgette Miller, global head of Marketing at Melissa & Doug. “We know parents are always looking for those screen-free options that make learning more fun and tangible. We aim to be a resource for parents by offering healthy, hands-on toys that actively engage kids’ imaginations.”
The ‘Timeless Toys. Endless Possibilities.’ campaign reflects the company’s mission of inspiring kids to play in their own unique way and discover the possible in the impossible. Melissa & Doug toys are developed to empower children to play freely, without instruction, as they make sense of the world around them.
The creative for the new campaign, developed by Edelman New York, evokes these feelings of magic and wonder as it follows a young girl through her day taking inspiration from the scenes she views from her window, then creatively incorporating them into her own play. Melissa & Doug believes play is not just about the toy, it’s about how the child is inspired to bring the toy to life in new and unexpected ways.
For more information on the brand and its toys, visit MelissaAndDoug.com.
