Fisher-Price has launched its seven figure Discover Your Way campaign, designed to tell parents that there's no right or wrong way for a child to play.
The campaign will be launched with a prime time slot during ITV’s Emmerdale on Monday August 25th.
Discover Your Way showcases Fisher-Price as a brand for 0 to three year olds and encourages free play, highlighting Fisher-Price toys are 'designed to appeal to a child’s natural, instinctive capacity to play'.
Alongside TV coverage, the Discover Your Play advert will appear on Video on Demand and YouTube Pre-Rolls, in addition to display advertising and activity across social media platforms.
The campaign will also be supported with a consumer microsite www.fisher-price.co.uk/discoveryourway that will offer parents further information and encourage child-led play.
“Through our extensive research mums told us that they felt so much pressure for their babies to be in the ’learning race’ so we wanted to create a campaign that reassured them that allowing children to discover in their own way and to develop naturally was just as valuable," said Wendy Hill, brand activation director.
"We have taken a brand approach, talking directly to parents rather than our traditionally product lead advertising. We know today’s millennial mums are much more digital savvy so in addition to traditional TV advertising the campaign has an integrated digital approach.
"We wanted to create a campaign that spoke directly to parents in a candid, honest and authentic way.”