Melissa & Doug

Integrated PR campaign

Global toy company Melissa & Doug's mission is to create timeless toys that foster open-ended play.

To drive UK consumer awareness, we devised ‘the Gift of Play': an integrated campaign to amplify the brand's DNA.

Our Role

  • Drive UK awareness of Melissa & Doug as a leading toy brand
  • Target parents of kids aged 0-8 years, and their grandparents post lockdown
  • Show how the company’s range of 500+ toys offers ‘the Gift of Play’
  • Dovetail with the ATL media campaign, driving sales at key retailers

Our Approach

A media survey on lockdown parenting plus child psychologist and expert for TV’s The Secret Life of Four/Five/Six Year-Olds: Dr Sam Wass supported our media outreach.

Social and influencer content offered tips for parents/grandparents on how to engender ‘the gift of play’, plus Mumfluencer Lauren MrDermott hosted an IG LIVE Q&A with Dr Wass.

Our Results

  • 2.2m reach across PR, social and influencer content
  • 3.2k new FB and IG followers gained (+18% growth)
  • 55k views of IGTV Q&A with Dr. Sam, 90 questions submitted
  • 575 link clicks to key M&D retailers