Little Tikes celebrates summer with Let Them Play outdoor toys campaign

Little Tikes has kickstarted a new heavyweight PR, marketing, TV and digital advertising campaign, celebrating the art of playing outdoors with its core products.

Called Let Them Play, the campaign lands in time for the summer months and will shine a spotlight on the brand’s core summer toys, including the Cozy Coupe, Turlte Sandbox, Fountain Factory Water Table, My First Slide, and more.

The new marketing initiative launched with a burst of Instagram content over the first May bank holiday this year, using the influencer content creation platform, Tribe to span an audience reach of over 750,000. This activity was then amplified with 31 Days of Play, a daily Facebook giveaway hosted on the Little Tikes UK page throughout May.

Following this, the first weekend in June saw a social media spike with Instagram content programmed from celebrity dad Adam Thomas, who partnered with the brand to show how he makes the most of his garden in the sun with Little Tikes toys.

The post was shared with his audience of 1.5 million, encouraging users to comment on how many of them still owned their first Cozy Coupe. It precedes a number of planned PR and social media spikes taking place across July and August that will encourage families across the UK to play, have fun, explore and discover.

All social activity has been grouped under the #LetThemPlay hashtag.

Michelle Lilley, head of marketing at Little Tikes UK, said: “Summer has always been a great season for us.  We’re currently enjoying strong sales across our outdoor lines and it’s been great seeing how popular some of our new products have been already.

“Families are buying early to ensure they’re fully equipped for the summer months ahead. We know the British weather can be unpredictable but we’re noticing people snapping up outdoor items much earlier, ensuring they are prepared for the sunnier days ahead.” 

All PR activity, including another Tribe campaign due to launch at the end of the month ahead of the summer holidays, will be underpinned by an extensive digital advertising programme which will run throughout the season.

A robust TV campaign which began in March and continues throughout June will also mirror this messaging.

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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