PlayMonster plans to become top ten UK games manufacturer with Playtime PR

PlayMonster has laid out its ambitions to ‘become one of the top ten games manufacturers in the UK’ through investment in its marketing approach and the appointment of Playtime PR.

With a growing portfolio of games for all audiences, PlayMonster Games has enlisted the specialist toys and games agency to strengthen its marketing efforts in the run up to the key Christmas games buying period.

PlayMonster Games is investing in accelerated strategic and creative integrated marketing campaigns in 2021, working with Playtime PR to deliver brand-building activations for 5 Second Rule, a key brand within the firm’s games portfolio.

A gaming brand that continues to evolve, this year, 5 Second Rule will see a ‘streamlining of SKUs’ to bring focus to the range, a new edition featuring a quick reaction buzzer, and a revamped mini edition for taking and playing on the go.

Playtime has also devised a variety of campaigns to extend across PlayMonster’s existing popular family games lines – Drone Home, Orangutwang and Silly Sounds – as well as launches for new lines aimed at younger audiences, such as a raft of new preschool action titles and PlayMonster’s innovative new Pop-A-Tops portable games line.

Justin Clasby, senior marketing manager at PlayMonster UK, said: “We had a phenomenal year of growth within our games portfolio in 2020 and have set ourselves big goals for the future. The time is right for us to invest in this area of our business – both financially and creatively – and adding Playtime to our roster of media and PR agencies makes sense due to their solid understanding of the games world, from both a consumer and media perspective.

“We’re all agreed that the 5 Second Rule brand has even more potential in the UK, and I’m looking forward to seeing the plans come to life over the coming months.”

Lesley Singleton, Playtime’s Founder and MD, said: “It’s great to be part of Team PlayMonster, especially this year when games are such a fun part of people re-socialising. PlayMonster’s portfolio has something for everyone, so it gives us plenty to play with in terms of angles, ideas, influencers and that all-important media outreach to drive sales at retail.”

PlayMonster UK is a multi-award-winning company positioned at the quality end of the toy and games market. Originally established over 20 years ago as Interplay UK, it specialises in developing and marketing innovative toys and games. In 2018, Interplay was acquired by PlayMonster, its distributor and partner in the US, and in 2021 Interplay rebranded as PlayMonster UK.

Playtime PR specialises in working with toys, games and family brands. The agency’s 100 per cent flexible business model means the growing team of more than 20 senior, expert communications consultants have always worked remotely across the UK since the business was founded in 2014 – not just post-Covid.

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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