Playwire looks to boost presence in toy space

The firm, responsible a network of websites boasting a global audience of over 150 million unique users, is looking to work with companies considering their first digital campaign.
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Playwire, a group responsible for a network of websites boasting a global audience of over 150 million unique users, is looking to work with more toy firms on digital campaigns.

The company’s sites are split into three distinct channels: Gamezone Group (targeting video game fans), Now Playing (targeting movie fans) and Kids Club (targeting kids). There is also a distinct channel of over 100 sites within the Playwire network called Playwire Kids Club, where the firm reaches over two million kids in UK while they are gaming and learning online.

Having hosted and devised campaigns on its sites for the likes of LEGO, Mattel, Hasbo and Spin Master, the firm is now looking to create and host digital campaigns for toy firms and retailers who are yet to dip a toe in this space.

“We want to replicate the huge success that we’ve experienced over the last four years with video games clients such as EA and Activision,” Richard Mann, European account manager at Playwire Media, told ToyNews.

“In 2015, Playwire carried a wealth of toy campaigns which delivered superb levels of engagement and response and we want to build on this. We want to grow our presence at what we consider a pivotal time as toys increasingly merge with the digital/tech space.

“We want to continue working with our established partners of course, but also I’m keen to partner with toy retailers, products that need app downloads or require a tablet audience and toy and games manufacturers that are considering their first digital campaign.”

Playwire offers firms integrated interactive solutions spanning forum page sponsorships, on-line TV channel sponsorships, creative competitions involving quizzes as well as video inventory for pre-roll ads.

Digital ads can also be targeted to specific age ranges, gender, location, time of day and campaigns are monitored constantly so that only the best-performing sites continue to carry ads during a campaign.

Playwire can be contacted on 0203 773 7946.

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