Just Play’s Sensory FX wellbeing campaign marks Children’s Mental Health Week

Published on: 11th February 2022

The Just Play UK campaign highlights how the company’s Sensory FX range can help kids cope with challenges to their mental health.

With the range already experiencing huge success at retail in the US, Sensory FX has arrived in the UK. This week saw the launch of a bespoke campaign tying into Children’s Mental Health Week, with cross-platform activity designed to highlight the brands unique ASMR experience and wellbeing benefits.

Working in collaboration with leading play expert, Dr Amanda Gummer, Just Play developed a series of campaign initiatives exploring the unique sensory play elements of the range during Children’s Mental Health Week, which kicked off on 7th February and runs until 13th February.

As part of a feature article about the Sensory FX range, Dr Gummer commented: “Mental health is just as important as physical health. Many of us have some form of first aid kit around the house for small injuries like cuts, burns and bruises to treat the injury quickly and avoid it getting worse. A similar approach can be taken with mental health”.

Amanda suggests that by creating a ‘mental health first aid kit’, parents can give their children the tools to manage their own emotions and behaviour. She puts forward the idea that this kit can include any number of elements that encourage wellbeing, including something with an interesting texture that ‘can give a child great tactile stimulation.’ She adds: “There are lots of different types of textures that may appeal to your child, so it’s worth including a few different ones. The Sensory FX ASMR bars are a good place to start, as there are a range of styles available that all connect together for a personalised ASMR board.”

Sound recordings are another useful tool in the kit, according to Amanda. “The ASMR Recorder Cube enables parents and children to record soothing sounds made by the cube sensory surfaces, or they may enjoy creating and recording their own sounds too. The cube includes five other panels that are ideal for tactile stimulation, so it’s a great all-in-one toy.”

In addition to the work with Dr Gummer and the Good Play Guide, Just Play this week launched an Influencer campaign designed to generate user generated content around Children’s Mental Health Week, showcasing the unique ASMR elements of the Sensory FX range.

“Supporting children’s wellbeing through play is something we are extremely passionate about and Children’s Mental Health Week presented us with a fantastic opportunity to work in partnership with influencers and experts to highlight the benefits Sensory FX can offer children,” commented Katie Gritt, head of Marketing Communications at Just Play UK. “The unique ASMR experience Sensory FX provides is a great tool to help children self-regulate and develop a sense of calm and wellbeing through play.”

For more information on Sensory FX, contact


Friday Blog

Have we (finally) found a Brexit benefit … it’s the Friday Blog!

Exclusive: Rick Derr – Letter from America

Hornby unveils new Playtrains High Speed Train Set

Exclusive: Behind the scenes at the Natural History Museum

The Paddington Bear Experience to open in May

The March issue of Toy World is out now

The Toy Trust unveils Midsummer Mayhem

Skillmatics further strengthens UK sales team

Sambro strengthens UK finance team with new hire

Autumn Fair launches new campaign for 2024