With the range already experiencing huge success at retail in the US, Just Play’s Sensory FX has arrived in the UK. This week sees the launch of a bespoke campaign tying into Children’s Mental Health Week, with cross-platform activity designed to highlight the brand’s unique ASMR experience and wellbeing benefits.
Working in collaboration with leading play expert Dr Amanda Gummer, Just Play has developed a series of campaign initiatives exploring the unique sensory play elements of the range around Children’s Mental Health Week, which runs from 7–13 February.
As part of a feature article around the Sensory FX range, Dr Gummer commented: “Mental health is just as important as physical health. Many of us have some form of first-aid kit around the house for small injuries like cuts, burns, and bruises to treat the injury quickly and avoid it getting worse. A similar approach can be taken with mental health.”
Dr Gummer suggests that by creating a “mental health first-aid kit”, parents can “give their children the tools to manage their own emotions and behaviour.” She puts forward the idea that this kit can include any number of elements that encourage wellbeing. “Something with an interesting texture can give a child great tactile stimulation,” she says. “There are lots of different types of textures that may appeal to your child, so it’s worth including a few different ones. The Sensory FX ASMR bars are a good place to start, as there are a range of styles available that all connect together for a personalised ASMR board.”
Sound recordings, Dr Gummer suggests, are another useful tool in the ‘kit’. “The ASMR Recorder Cube enables parents and children to record soothing sounds made by the cube sensory surfaces, or they may enjoy creating and recording their own sounds too. The cube includes five other panels that are ideal for tactile stimulation, so it’s a great all-in-one toy.”
In addition to its work with Dr Gummer and the Good Play Guide, Just Play this week launched an Influencer campaign designed to initiate user-generated content around Children’s Mental Health Week, showcasing the unique ASMR elements of the Sensory FX range.
“Supporting children’s wellbeing through play is something we are extremely passionate about, and Children’s Mental Health Week presented us with a fantastic opportunity to work in partnership with influencers and experts to highlight the benefits Sensory FX can offer children,” says Katie Gritt, Head of Marketing Communications at Just Play UK. “The unique ASMR experience Sensory FX provides is a great tool to help children self-regulate and develop a sense of calm and wellbeing through play.”
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