Ridley’s Games scores audience of 1.6million in money-can’t-buy marketing win

Wild & Wolf celebrated some money-can’t-buy kind of coverage for its toy and games brand Ridley’s Games this summer, when it appeared not only on Chris Evans’ Breakfast Show on Virgin Radio, but also on influencer Zoella’s Day in the Life Youtube video.

On August 29, Wild & Wolf’s Ridley’s Games became the star of the show during a gaming review with presenter Rachel Horne. Horne highlighted the firm’s best-selling Avocado Smash, giving it a glowing review.

“…It’s the ultimate family card game, but you need to have quite a calm persona, because it can get tense and shouty,” said Horne. “It slips in your handbag and is absolutely brilliant.”

Sam Pinkham, filling in for Chris Evans, was presented Avocado Smash as a gift by Rachel and commented on how he loved the Avocado-shaped packaging. The leading national radio show draws an average audience of over 1 million listeners. Virgin Radio UK (52.4 followers) subsequently posted about Avocado Smash in an Instagram Story and Rachel Horne (16.6k followers) also posted about it on her Instagram grid and in a Story.

What’s more, influencer Zoe Sugg (aka Zoella), also featured seven games from the Ridley’s Games collection in a Day in the Life YouTube video on September 4. The four-minute segment shows Zoella run through Smashing Pumpkins, Peach Snaps, Selfish: The Zombie Edition, Nope!, Caffeine Hit and Think Fast, as well as spending several minutes playing the 2000’s Music Trivia Game.

Zoella has over 11.6 million followers on YouTube and the video has received over 600k views and 257 comments.

Overall, that’s a potential estimated reach of over 1.6 million people in just the span of a week for the award-winning toy & games brand.

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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