Global children’s brand
An internationally recognised children's brand with strong UK sales had a recognition problem: parents had the toys in their homes but couldn't name the brand.
The existing social strategy was transactional – product images, sales messaging – and it wasn't building loyalty or differentiation in a crowded market. They needed to own an identity that had an emotional resonance emotionally with parents.
The Results
200+ press mentions (15m+ ECV) per year including TV features, The Telegraph, The Sun and more
39% YOY follower growth (to 22k) in
149% YOY increase in total engagement
200% YOY increase in click-throughs to retail partners
200+ pieces of influencer coverage – 30m reach in one year period
Became the #1 wooden toy brand in the UK during this period
Brand subsequently acquired by a major international toy company
The Strategy
Over three years as part of an agency team, I managed the complete UK social media operation – strategy, content creation, scheduling, community engagement, influencer relationships, PR, and a small support team.
Repositioned the brand narrative
Shifted messaging from "buy this toy" to values-driven content around screen-free play and intentional parenting. Narrowed the audience from "all parents" to parents actively seeking wholesome, connection-focused play — giving the brand a clear emotional territory to own.
Coordinated the press office
Managed PR across major toy trade shows, product placements, and new launches – delivering 200+ pieces of press coverage per year with an average reach of 20m. Highlights included placements on Channel 4's Steph's Packed Lunch, and coverage in The Mirror, The Express, Yours, The Telegraph, The Sun, and Women's Health.
Built an authentic content ecosystem
Replaced stock product imagery with a monthly organic influencer programme — partnering with real parents, securing usage rights, and repurposing their content across channels. Launched educational content, puzzle content, and monthly competitions that drove significant organic engagement.
Brokered strategic partnerships
Secured a Hilton partnership for a family-focused half-term campaign (play areas in lobbies, toys in guest rooms) — which subsequently opened doors for other clients.
Why This Matters
The products were already in homes – the brand just wasn't in heads. Strategic repositioning, authentic community building, and consistent execution changed that. The brand went from unknown name to category leader, and the market position proved valuable enough to attract acquisition.
If you’re looking to do the same for your brand or clients, contact me to discuss your needs.
