Simba Smoby Toys UK partners with Dr Gummer’s Good Play Guide for Christmas campaign

The team at Simba Smoby Toys UK has collaborated with the Good Play Guide, in a pre-Christmas drive to promote the play value of its Smoby and AquaPlay lines.

The campaign, which launched in November and continues into December, involves unbiased first-hand reviews and commentary from experts in the field of parenting, play and child development.

The campaign also comprises competitions hosted on the Good Play Guide website, Google Shopping ads to generate clicks to retail, plus a pre-roll campaign directed at parents, featuring the founder of the Good Play Guide, Dr Amanda Gummer.

Three core areas of the Smoby/AquaPlay portfolio are featured within the campaign: Indoor Role-Play, highlighting the Chef Corner Kids Restaurant; Outdoor Play, with the House on Stilts and the KS slide, and the family favourite AquaPlay brand, with the Lock Box. All lines featured received excellent reviews from the Good Toy Guide testers.

Speaking of the campaign, Dr Gummer said: “Smoby is the perfect fit for the Good Toy Guide. The products within the range promote outdoor fun, healthy exercise, the development of many key skills, as well as problem-solving through role-play.”

Mayur Pattni, Marketing Manager at Simba Smoby Toys UK, added: “Taking the campaign and Dr Gummer’s endorsement straight to parents through the Good Play Guide website, whilst also delivering the messaging via YouTube pre-roll was a completely new initiative for both us and for the Good Play Guide team. This type of activity is invaluable for brands such as Smoby and AquaPlay.

“The campaign also ties in perfectly with our wider marketing activities, which are all about creating awareness, brand appeal and trust among parents and grandparents. This pre-Christmas drive lays strong foundations that can be built upon with the larger scale campaign that we have planned for 2022.”

The Smoby Good Play Guide YouTube ad can be viewed here.


About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and Get in touch at

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