PlayMonster UK teams up with Playtime PR to promote family-friendly games

Published on: 5th July 2021

Playtime will help deliver brand-building activations for 5 Second Rule plus a variety of campaigns across PlayMonster’s family games and launches for new lines aimed at younger audiences.

With an ever-growing portfolio of games for all ages, PlayMonster Games has enlisted the support of specialist toys and games agency, Playtime PR, to strengthen its marketing efforts in the run up to the key Christmas games buying period.

With ambitions to continue its stellar growth in the UK and become a top 10 UK games manufacturer PlayMonster Games is investing in accelerated strategic and creative integrated marketing campaigns in 2021. Working with Playtime PR, the top priority will be to deliver brand-building activations for 5 Second Rule, a key brand within PlayMonster’s games portfolio and one which continues to evolve; this year sees a streamlining of SKUs to bring focus to the range, a brand-new edition featuring a quick reaction buzzer, plus a revamped Mini edition perfect for taking, and playing, anywhere.

Playtime has also devised a variety of campaigns to extend across PlayMonster’s existing popular family games lines – Drone Home, Orangutwang and Silly Sounds – as well as launches for new lines aimed at younger audiences, such as a raft of new pre-school action titles and PlayMonster’s innovative new Pop-A-Tops portable games line.

Justin Clasby, senior marketing manager at PlayMonster UK, commented:“We had a phenomenal year of growth within our games portfolio in 2020 and have set ourselves big goals for the future. The time is right for us to invest in this area of our business – both financially and creatively – and adding Playtime to our roster of media and PR agencies makes sense due to its solid understanding of the games world, from both a consumer and media perspective. We’re all agreed that the 5 Second Rule brand has even more potential in the UK, and I’m looking forward to seeing the plans come to life over the coming months.”

Lesley Singleton, Playtime’s founder and MD, added: “It’s great to be part of Team PlayMonster, especially this year when games are such a fun part of people re-socialising. PlayMonster’s portfolio has something for everyone, so it gives us plenty to play with in terms of angles, ideas, influencers and that all-important media outreach to drive sales at retail.”

PlayMonster UK was originally established over 20 years ago as Interplay UK. It specialises in developing and marketing innovative toys and games, and in 2018, was acquired by PlayMonster, its distributor and partner in the US. In 2021, Interplay rebranded as PlayMonster UK.

Consistently achieving year-on-year business growth, Playtime PR looks after a portfolio of some of the world’s biggest toy and family brands, devising and implementing entirely bespoke campaigns and creative initiatives to fit the individual objectives of each one.

Retailers with enquiries about the PlayMonster Games range should contact or 01628 488944.


Smyths Toys acquires PicWic Toys

Full steam ahead for Toynamics’ Hape railway campaign

Golden Bear reports exceptional sales for Curlimals range

Exclusive: Talking Shop

Exclusive: Focus on Tech Toys & Gadgets

Trends UK celebrates 20th Anniversary at British Grand Prix

Tonies launches George adventures for Peppa Pig fans

Sainsbury’s reports substantial drop in Argos sales

Bluey to launch second series on CBeebies and BBC iPlayer

Exclusive: Schleich unveils new global brand strategy