Happy Valentine’s Day from all of us at Highlight!
What better time to talk the power of flowers in culturally attuned campaigns.
Circana’s 2025 report from London Toy Fair earmarks flowers as one of this year’s biggest trends – ticking the boxes for uniqueness of self-expression and customisation.
Florals are making their mark way beyond the day of love, allowing brands to blossom with creativity and engage with their audiences in fresh, fun ways.
Whether it’s limited-edition products, unforgettable experiences, or epic collaborations, alternative takes on flowers are captivating hearts across generations—and the craze is only growing stronger, influencing gifting occasions throughout the year from today’s Valentines to Mother’s Day and Easter. Check out our H1 toy marketing blog here for how you can be part of it.
So, if your brand is looking to connect with both kids and kidults, flowers is a great creative territory to explore.
At Highlight, we ‘cultivate’ our creativity, constantly always measuring the popular and meta-culture pulse. Saving, pinning and sharing trends, insights and stand out creative to apply to all our clients’ PR and social campaigns.
Read on for just a few of our top floral picks…
Floral Influencers: A Playful Collaboration
One of the most effective ways to tap into trends today is through influencers— and flowers are inherently captivating.
Take Louis Vuitton x Takashi Murakami, where the design house teamed up with the Japanese artist to feature his signature flower designs.
This collection caught fire on social media, with influencers making the collection a must-have and must-share.
Why do we love this?
This re-edition, featuring ‘I girl’ Zendaya as the ambassador, tapped into the Y2K trend and became a viral hit. It proved that florals are timeless and always in demand.
This is a ‘scent-sational’ example of how creative partnerships can reinvent a recurring motif into a new, must-have collectible.
Pop-ups and Experiential Campaigns
Flowers are a perfect vehicle for creating unforgettable experiences. We’ve got our tickets booked to Saatchi Museum’s Flowers expo: ‘Flowers – Flora in Contemporary Art & Culture’ – running until 5 May 2025.
This immersive pop-up event allows people of all ages to engage with flowers through interactive art installations and inspiring displays.
Why we do we love this?
Arts and culture are fuelling digital platforms like TikTok and YouTube and soon BuzzFeed’s new ‘BF Island’. Flowers have become a universal form of creative expression, transcending age and resonating across multiple channels.
Growing New Audiences
In the US, 1-800-flowers has partnered with the likes of NFL, Disney, Barbie and Lionsgate to delight customers and reach new audiences with limited-edition products.
For the launch of The Hunger Games: The Ballad of Songbirds and Snakes, 1-800-Flowers.com teamed up with Lionsgate to introduce a limited-edition Hunger Games Magnificent Rose.
Why do we love this?
It’s an innovation strategy and culture strikes all in one.
It works the other way round too…
Back in the UK, LEGOs in-store Valentine’s event – where customers built a flower keepsake (read more in our January Vibes post) – evolved into the Lego Le Florist pop-up in Covent Garden. It was a vibrant, experiential campaign with strong consumer engagement and a clever commercial tie-in.
Ready to Bloom?
With a wave of gifting occasions on the horizon, both media and consumers are hunting for the alternative and unique!
Enter the world of ‘kidults,’ where the demand for fun, nostalgic, and innovative toys is bigger than ever. This is the perfect moment for brands to break through and capture attention.
Got a new product or launch that’s ready to steal the spotlight? Team up with our toy & family specialists to elevate your brand and drive real impact.
Visit our Work page to see how we’ve successfully delivered standout campaigns for leading brands.