Melissa & Doug launches ‘Timeless Toys. Endless Possibilities’; its first marketing campaign in 30 years

Melissa & Doug is celebrating a company first with the launch of it inaugural marketing campaign, Timeless Toys. Endless Possibilities; a campaign devised to highlight the brand’s mission to ‘inspire children to explore the world around them.’

The new ‘imagination fuelled’ campaign aims to reach parents who are looking for simple yet engaging play for their children, tapping into Melissa and Doug’s 30 year strong reputation for delivering wooden pretent play toys, developmental products, puzzles, and crafts.

The brand views its campaign – a first in a history spanning three decades – as a way to ‘support parents and others in helping children see the wonder in the everyday through the magical world of Melissa & Doug.’

Historically, Melissa & Doug has grown its global brand awareness through word-of-mouth recommendations. This campaign will give voice to the brand in a way that consumers have not seen before, adding a new dimension to the brand. For parents unfamiliar with the brand, the campaign will introduce them to its mission as it launches digitally across platforms such as Amazon, Hulu, and YouTube as well as Pinterest and Instagram.

“With this campaign, we’re hoping to reach even more families with our message about the power of open-ended play,” said Bridgette Miller, global head of marketing at Melissa & Doug.

“We know parents are always looking for those screen-free options that make learning more fun and tangible. We aim to be a resource for parents by offering healthy, hands-on toys that actively engage kids’ imaginations.”

Melissa & Doug’s Timeless Toys. Endless Possibilities. campaign reflects the company’s mission of inspiring kids to play in their own unique way and discover the possible in the impossible.

The creative for the new campaign, developed by Edelman New York, aims to evoke feelings of magic and wonder as it follows a young girl through her day taking inspiration from the scenes she views out her window, then creatively incorporating them into her own extraordinary play.

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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