H1 might seem like the quiet before the storm in the toy world, but it’s a crucial time for toy brands to build authentic connections, collaborate with influencers, and tap into new shopper opportunities.
Engaging early leads to better customer retention and higher sales later in the year.
Here’s why H1 should be your toy marketing sweet spot.
The Power of Early Engagement
Studies show 60% of UK parents are more likely to buy from brands that stay engaged year-round.
Building these relationships in H1 strengthens bonds by summer, setting the stage for loyal customers come Q4 and Christmas.
H1: A Goldmine for Influencer Partnerships
Starting influencer campaigns in H1 lets toy brands introduce products, create buzz, and build an audience before the big launch.
Mr Beast Lab, promoted by Highlight, is already making waves with a top trending Youtube post from MrBeast Lab, reaching 78 million views and building hype ahead of the second half of the year.
Reinvented Shopper Occasions
Traditional H1 shopper occasions are being reinvented by the growing kidult market and changing consumer needs. Net result?
Wider opportunities for toy gifting that position toys as year-round gifts, not just for birthdays and Christmas.
Valentine’s Day: Parents are gifting kids plush toys alongside kidult options like Lego Botanicals.
Easter: With non-chocolate gifts trending, spring-themed toys are gaining popularity including those from Highlight’s clients: Miffy and Melissa & Doug.
Mother’s & Father’s Day: Toy flowers, plush, and collectible gifts now cater to the kidult spirit.
Engaging the Kidult and Fan Communities
With 40% of UK “kidults” engaging with brands on social media, there’s a huge opportunity to build repeat purchases through connection. These adults are often active in fan communities across Reddit, Tumblr, Discord, and Instagram. Exclusive releases or collaborations with fan creators can spark excitement and loyalty.
How to Get It Right in H1 (5 Steps)
- Partner with micro-influencers for authentic connections.
- Create limited-edition collectibles to drive urgency.
- Launch interactive campaigns on social platforms.
- Embrace fan communities with virtual events and exclusive content.
- Personalise offers for families and adult collectors.
Reach Out to Highlight
Highlight is a specialist toy and family PR agency, working with clients like Moose’s Little Live Pets, Bluey, Mr Beast Lab, Cookeez (and more) alongside Miffy, and Melissa & Doug. Drop us a line and we’d love to talk through where we can support your brand better in H1.