Fisher-Price has launched a new brand creative, encouraging parents to let kids be kids.
The new initiative celebrates what makes every child unique while reminding parents to cherish their individual personalities.
Set in a playroom, the creative shows moments of self-discovery when kids are free to explore their individual interests through play. Each vignette highlights a special milestone such as what they’re interested in or what makes them happy.
These milestones help to define a child’s personality, using ‘talking’ babies to articulate the benefit of play at every stage.
The new campaign arrives off the back of a recent survey carried out by Fisher-Price in which it was discovered that 88 per cent of mums agree that a baby’s development depends on what they have experienced. Encouraging a wide variety of play experiences will help children grow and develop.
The Let Kids be Kids creative will be activated through an extensive digital campaign that will reach over one million mums with kids aged 0 to four. This includes a week-long activation across the Heart Radio network plus a seven-week digital advertising campaign across owned and bought social media channels and a mass parental blogger outreach.
Wendy Hill, director of brands activation at Mattel, said: “This piece of content really allows us to communicate with parents the importance of celebrating kids’ unique personalities and nurturing them through play.
“We know that digital is the best way to reach busy parents, so our extensive digital presence is key to activating this campaign.”