Fisher-Price has teamed with the parenting website, MadeForMums for its new Discover Play campaign.
Celebrating the various ways children like to play, the campaign features its own Discover Play channel, offering reviews, images and interactive videos of mothers and their children playing with Fisher-Price products.
The new campaign also aims to ease the stresses of parenthood with a Take 10 initiative, designed to help parents discover ten minutes in the day for a spot of down time while their children play.
With an audience of thousands, the integrated channel is supported by mobile optimized online advertising and a database outreach across Immediate Media Co’s digital parenting portfolio, MadeForMums and BabyExperts.
The campaign activity also includes the fist sponsorship of the MadeForMums online editorial Play section.
Wendy Hill, director of customer marketing and brand communication, said: “We know that play is a big discussion point and parents are looking for reviews and recommendations on products that will help their babies grow and develop through play.
“For us, it isn’t simply about reaching traditional developmental milestones, play is about those personal moments of discovery that help babies learn and grow their way.”