Digital PR Done Well in the Toy Space: Strategies That Drive Engagement and Build Brand Loyalty

Digital PR Done Well in the Toy Space: Strategies That Drive Engagement and Build Brand Loyalty

The toy industry is in the midst of a transformative period, where digital public relations (PR) strategies are reshaping the way brands engage with both parents and children. With the rise of social media, online reviews, influencers, and targeted digital advertising, traditional methods of marketing and PR are being supplanted by more dynamic and interactive online campaigns. The ever-evolving nature of the digital world presents both opportunities and challenges for toy brands looking to connect with their audience. To succeed, brands must not only keep up with the latest technological trends but also create authentic, engaging, and responsible digital experiences that resonate with their target demographic.

In this op-ed, we will explore what digital PR in the toy industry looks like when done well. Through case studies, industry insights, and analysis, we’ll highlight successful strategies employed by top toy brands to build awareness, foster trust, and generate lasting customer loyalty. From influencer collaborations to creative social media campaigns and partnerships with child-centered online platforms, we’ll explore how toy brands can leverage the power of digital PR to amplify their messages and capture the imaginations of both parents and kids.

The Changing Landscape of Toy Marketing and Digital PR

The toy industry has historically relied on traditional advertising methods such as TV commercials, print ads, and in-store promotions to reach parents and children. However, with the rise of digital technology, a growing number of consumers are turning to the internet for their purchasing decisions. Parents now have the ability to research products, read online reviews, and seek recommendations from trusted online influencers before making a purchase. Additionally, children are more tech-savvy than ever, with access to mobile devices, social media platforms, and online video content.

In light of these shifts, toy brands have had to rethink their approach to public relations. Digital PR, which involves managing a brand’s online presence and reputation, has become a crucial part of modern marketing strategies. By utilizing digital PR tools, toy brands can target specific audiences with precision, measure the effectiveness of campaigns in real-time, and engage directly with both consumers and influencers in ways that were previously impossible.

Key Components of Digital PR in the Toy Industry

To truly excel in digital PR, toy brands must embrace several key components that define successful campaigns:

1. Social Media Engagement and Content Creation

Social media is arguably the most powerful tool in the digital PR arsenal. Platforms like Instagram, Facebook, TikTok, YouTube, and Pinterest are central to modern consumer behavior, especially in the toy space. Parents and children alike spend considerable time browsing these platforms, seeking entertainment, product recommendations, and inspiration. Therefore, toy brands must develop compelling content that resonates with both parents and kids while adhering to platform-specific guidelines and best practices.

For example, Instagram and Pinterest are visual platforms that allow toy brands to showcase their products in a creative and eye-catching way. High-quality images, playful videos, and interactive Instagram Stories can help brands connect with their audience, generate excitement about new releases, and build a visually cohesive brand presence. TikTok, with its short-form video format, offers toy companies the chance to create fun, viral content that appeals to a younger audience, while YouTube remains a go-to platform for longer-form content such as product reviews, unboxing videos, and tutorials.

Successful digital PR on social media is about more than just posting promotional content. It’s about fostering authentic interactions with followers. Responding to comments, sharing user-generated content, running polls, and hosting live Q&A sessions are all ways that toy brands can strengthen their relationships with their audience.

2. Influencer Marketing

Influencer marketing has become a significant driver of digital PR in recent years. In the toy industry, partnering with influencers can help brands reach both parents and children with trusted, authentic recommendations. Kid-friendly influencers, family vloggers, and parenting bloggers have a deep connection with their audience, often providing product reviews, unboxing videos, and recommendations that feel more genuine than traditional advertisements.

Toy brands that collaborate with influencers can achieve powerful results. However, it’s crucial to ensure that the right influencers are chosen for a partnership. This includes working with influencers whose values align with the brand’s and whose audience matches the target demographic. Additionally, influencer collaborations should be transparent and authentic. For example, an influencer who genuinely loves a toy brand and incorporates it into their regular content will have more credibility than one who simply shills a product.

A great example of successful influencer marketing in the toy industry is the collaboration between toy brands and YouTubers like Ryan’s World. Ryan Kaji, a child influencer, became the face of a multi-million dollar toy brand that was sold in major retail stores. Through Ryan’s YouTube channel, where he shares his toy unboxing videos and reviews, he has created an immense amount of trust and authenticity with his audience. This partnership, which also spans merchandise and branded toys, demonstrates the power of influencer marketing in the toy space.

3. Strategic Partnerships and Collaborations

In digital PR, forming strategic partnerships with other brands or organizations can elevate a toy brand’s profile. Cross-promotions with family-oriented brands, children’s media companies, or even entertainment franchises can amplify a toy brand’s reach. These partnerships provide an opportunity to tap into new audiences and generate buzz, especially when both brands share similar target demographics.

One successful example is the partnership between LEGO and Disney, which has resulted in popular toy lines such as LEGO Star Wars and LEGO Disney Princess. The collaboration allows LEGO to tap into Disney’s massive fanbase, while Disney benefits from LEGO’s established reputation for quality toys. Additionally, brands like Mattel and Hasbro have used movie tie-ins to fuel digital PR campaigns, often promoting new product releases through trailer launches and exclusive content on digital platforms.

Strategic collaborations can also extend to partnerships with influencers and content creators who can integrate a toy brand into their digital content. These collaborations generate organic buzz and create authentic connections between the toy brand and the influencer’s community.

4. User-Generated Content and Community Building

One of the most powerful ways to leverage digital PR is by encouraging user-generated content (UGC). When parents and children share their experiences with a brand’s toys on social media, it provides social proof and authenticity that paid ads cannot replicate. UGC not only helps to build trust but also fosters a sense of community around the brand.

Toy brands that engage their audience in creative ways can inspire UGC campaigns. For instance, running a hashtag campaign on Instagram or TikTok that encourages parents to share their children’s reactions to new toys or engage in fun activities with their toys can generate a wealth of authentic content. This content can then be reshared by the brand, offering social proof and deepening the connection with their followers.

LEGO is an excellent example of a brand that successfully utilizes UGC. Their #LEGOLife hashtag has been used by fans to share photos of their custom creations, building a sense of community among fans. The brand also runs regular campaigns asking users to submit their ideas for new LEGO sets, reinforcing a participatory culture and making fans feel involved in the creative process.

Case Studies of Successful Digital PR Campaigns in the Toy Industry

1. Barbie’s #YouCanBeAnything Campaign

Mattel’s Barbie brand has successfully utilized digital PR to rebrand itself as an empowering and inclusive toy line. Barbie’s #YouCanBeAnything campaign, which debuted in 2018, focuses on showcasing a diverse range of Barbie dolls, including those from various ethnic backgrounds, with different body types, and featuring a variety of careers and aspirations.

This digital PR campaign took full advantage of social media platforms, particularly Instagram and YouTube, where it reached both parents and young children. Through partnerships with influencers and family bloggers, Mattel was able to communicate Barbie’s new message of empowerment. The campaign resonated with parents who appreciated the focus on diversity and inclusivity, while the younger audience felt inspired by the idea that they could aspire to be anything, whether that was a doctor, a scientist, or an astronaut.

The #YouCanBeAnything campaign was successful because it tapped into a relevant and timely cultural conversation about representation. By partnering with influencers who embodied these values, Barbie was able to move beyond its traditional image and show how the brand had evolved to align with contemporary values.

2. Hasbro’s “Play-Doh Fun Factory” TikTok Challenge

Hasbro’s Play-Doh brand successfully leveraged the TikTok platform to create an interactive digital PR campaign that was both fun and viral. The #PlayDohChallenge encouraged users to create fun, unique shapes and designs using Play-Doh, which they then shared on TikTok using the branded hashtag. This campaign not only engaged children but also captured the attention of their parents, creating a fun and nostalgic activity that families could enjoy together.

By collaborating with popular TikTok influencers and creators, Hasbro amplified the reach of the challenge and encouraged thousands of user-generated posts. The challenge went viral, reaching millions of users and breathing new life into a classic toy brand. This campaign demonstrated how leveraging a trendy social platform like TikTok can drive engagement and connect with younger audiences in an interactive and authentic way.

3. Nerf’s “Nerf Nation” Community Campaign

Nerf, a brand known for its foam dart blasters, has built a robust online community through its “Nerf Nation” campaign. This initiative encourages fans to share their experiences with Nerf products, showcasing creativity and teamwork. By establishing an online hub for Nerf enthusiasts, the brand has been able to foster a sense of belonging among fans of all ages, especially young kids and parents who enjoy participating in Nerf battles together.

Nerf has effectively used social media platforms like Instagram and YouTube to engage with its fanbase, using digital PR to highlight user-generated content, organize contests, and showcase the brand’s values of fun and adventure. This community-building strategy has helped Nerf develop a loyal fanbase, extending beyond the product itself to create a lifestyle associated with action and camaraderie.

Key Takeaways: How Toy Brands Can Excel at Digital PR

For toy brands to succeed in the digital age, they must embrace an integrated approach to PR that includes social media engagement, influencer marketing, strategic partnerships, and user-generated content. Here are some key takeaways for brands looking to excel in digital PR:

1. Be Authentic: Authenticity is crucial. Consumers can tell when brands are being disingenuous or using influencers just for the sake of appearing trendy. Toy brands should partner with influencers who genuinely connect with their audience and reflect the brand’s values.
2. Engage and Build Communities: Social media is not just a place for advertising—it’s a platform for building relationships. Engaging with followers, encouraging UGC, and building a community around the brand helps establish long-term loyalty.
3. Leverage Emerging Platforms: TikTok, YouTube, and Instagram are powerful platforms for reaching kids and parents. Toy brands should create content tailored to each platform’s unique strengths, whether that’s short-form videos on TikTok or educational content on YouTube.
4. Collaborate with Relevant Influencers: Choose influencers whose content aligns with the toy brand’s values and target audience. For toy brands, this often means working with parenting influencers, child-focused content creators, and family vloggers.
5. Focus on Values: Today’s parents want to support brands that align with their values, whether that’s promoting inclusivity, sustainability, or creativity. Toy brands should embrace these values in their digital PR campaigns to foster trust and build emotional connections with their audience.

Digital PR has revolutionized the way toy brands connect with their audience, creating new opportunities for engagement, growth, and brand loyalty. By embracing authentic partnerships, leveraging the power of social media, and fostering a sense of community, toy brands can create memorable experiences that resonate with both parents and children. As the toy industry continues to evolve, brands that adapt to the digital landscape and prioritize creativity, inclusivity, and genuine connections will be best positioned for long-term success.