John Adams is embarking on a collaboration with some of the UK's leading mummy bloggers, forming a Games Group to test and review the company's portfolio of products.
Following the recent success of its Silly Moo game, the firm aims to build on the appeal of its plethora of action and board games including Doggie Doo and Gooey Louie with a series of consumer facing initiatives across TV, PR and marketing.
Over the October half term, the firm will launch the initiative with key bloggers to host family games nights, testing events and Twitter campaigns, devised to promote the awareness of its portfolio.
Simon Pilkington, managing director of John Adams UK, said: "Silly Moo is already gaining huge awareness and support across the trade.
"We are now taking this success one step further and harnessing the power of the blogger community to best communicate our games and provide that vital mum endorsement factor which is proving instrumental in influencing purchasing decisions pre-Christmas."
Providing the bloggers with themed testing kits and games including Telestrations, Action Games and Classic Catchphrase, activity will kick off this month to coincide with TV advertising plans.