'Don't underestimate the value of mummy bloggers'

ToyNews looks at how parents have changed toy marketing.
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The toy industry should not underestimate the value of mummy bloggers, says Playmobil.

The company was talking to ToyNews as part of a feature on the rise of mummy bloggers, along with other suppliers' marketing execs and bloggers themselves.

"One key benefit is that blogs are well read by other parents," said Playmobil UK’s marketing manager Jamie Dickinson. 

"No one can underestimate the value of peer-to-peer recommendations – parents trust others.

“Playmobil has run an incredibly successful Playologist programme for over three years. We researched and identified a selection of the highest ranked mummy and daddy bloggers, with children in the right age for Playmobil toys. 

"Our Playologists also receive some toys ahead of general release and are invited to exclusive events such as previewing our latest ranges at Toy Fair."

Read the full feature on mummy bloggers and the toy industry here.

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The rise of the mummy blogger

There's nothing better than receiving a toy endorsement from a real mum or dad. But what are the challenges of managing blogs and what do parents really want from you? We ask mums and marketing execs.

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