Toynamics taps Playtime PR amid UK marketing plans to hit ‘biggest year of growth to date’

In its latest positioning for its ‘biggest year of growth to date,’ Toynamics UK and Ireland has tapped the award-winning communications agency, Playtime PR to strengthen its domestic marketing efforts.

The move follows the appointment of Emma Damerell as the company’s head of marketing only last month, with whom Playtime PR will work hand-in-hand to deliver new strategic PR support for both the Hape and Skip Hop brands.

The partnership will also work to support Toynamics’ UK plans for Nebulous Stars and Nanoblocks.

“We have very high hopes for the business in 2021 and Emma has been busy shaking up our marketing plans for the year to ensure we pull out all the stops,” said David Allan, MD, Toynamics UK and Ireland.

“Enlisting Playtime PR to support Emma is in line with our growth plans, which include supporting our brands with targeted UK marketing. I was blown away by Playtime’s response to our brief and the way in which they operate, and firmly believe they are the ideal PR partner for Toynamics. I’m truly excited to have them on board.”

Damerell, said: “Hape and Skip Hop are key brands in Toynamics’ portfolio, and I was impressed by the integrated layers of activity Playtime can bring to the table to intensify our marketing in 2021. The team already feels like true colleagues and that was an important element for me – that we can enjoy real synergy as we drive the business forward together this year.”

Under the new partnership, Playtime PR will manage all UK b2b and b2c earned media relations, product placement, influencer campaigns and celebrity nurturing activity, with a focus on delivering tangible business impact through strategic activations and outreach.

Lesley Singleton, Playtime’s founder, said: “We’re thrilled to be joining the Toynamics team and to be working with such an enthusiastic and passionate bunch. Hape and Skip Hop are brands with so much potential – we can’t wait to unlock that with Emma this year and help take the business to new heights.”

Toynamics UK and Ireland exclusively distributes for award-winning brands including Hape, Skip Hop, Nanoblock, Nebulous Stars, DinosArt and more.

Playtime PR specialises in working with toys, games and family brands. The agency’s business model is ‘virtual’, meaning that its more than 20 senior, expert communications consultants have always worked remotely – not just post-Covid – all over the UK, since the business was founded seven years ago.

Consistently achieving year-on-year business growth, the Playtime team works across a portfolio of some of the world’s biggest toy and family brands, devising and implementing entirely bespoke campaigns and creative initiatives to fit the individual objectives of each one.

About Robert Hutchins

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

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