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Fisher-Price partners with music streaming platform Spotify for sponsorship campaign

Mattel’s Fisher-Price has teamed with the music streaming platform ,Spotify for a UK first campaign, that sees the brand sponsor a selection of the player’s playlists, those targetd at pregnant mothers and parents of babies and young children.

The 10-week advertising partnership, which went live on Spotify in the UK from last week, is designed to place the brand front of mind for UK parents. 

For almost 90 years, Fisher-Price has provided parents with advice to help them feel ready for those years ahead; from playful tips, helpful ideas and parenting resources, to products that help their baby develop at all ages and stages.

The Fisher-Price and Spotify partnership will be optimised on mobile, desktop and tablet and allow pregnant mums, new parents and children to listen to the playlists when at home or on the go.

The four Spotify editorial playlists are:

  • Pop 4 Kids – a collection of 50 kid-friendly pop tunes featuring ‘Baby Shark’ and Pharrell’s ‘Happy’
  • Hits From The Movies – another 50 songs, this time from some of the greatest films in the history of cinema including Keala Settle’s ‘This Is Me’
  • Once Upon A Time – a list of 43 fairy tales and kids’ stories perfect for bedtime, featuring ‘The Gingerbread Man’ and ‘The Frog Prince’
  • Baby Sleep – 95 soothing instrumental tracks for sleepy babies including ‘A Whole New World’ and ‘Born To Be Yours’

Kelly Philp, UK marketing lead, Mattel commented: “This is a really exciting campaign as we target the next generation of parents through new platforms. Fisher-Price has always provided innovation through products, and it’s great to be working with Spotify to continue to inspire parents along their parenting journey.”

Rak Patel, head of sales (UK), added: “Research shows music can brighten moods, educate, and boost language skills for babies and toddlers. So it makes perfect sense for a brand focused on entertaining children through education play to partner with Spotify around our many family-friendly playlists to reach mums, babies and toddlers.”

The partnership is part of a wider marketing campaign for Fisher-Price, which also includes television advertising, digital display advertising, social, and an influencer programme to target new parents and parents with young children.

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