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Little Tikes kicks off ‘Let Them Play’ summer campaign

Toy brand has kickstarted a heavyweight PR, marketing, TV and digital ad campaign that celebrates the art of playing outdoors with its core products.

Ahead of the summer season, toy brand Little Tikes has kickstarted a heavyweight PR, marketing, TV and digital advertising campaign which aims to celebrate the art of playing outdoors with its core products.

‘Let Them Play!’ will see the spotlight shone on the brand’s core summer toy including the Cozy Coupe, Turtle Sandbox, Fountain Factory Water Table and My First Slide among others.

The campaign began with a burst of Instagram content using influencer content creation platform Tribe, which will span an audience reach of over 750k. This activity was amplified with ‘31 Days of Play’ – a daily Facebook giveaway hosted on the Little Tikes UK page throughout the month of May, which drove audience engagement from fans attempting to win items from the core summer line.

The first weekend in June saw a social media spike with Instagram content programmed from celebrity dad Adam Thomas (pictured), who partnered with the brand to show how he makes the most of his garden in the sun with Little Tikes toys.

The post – which was shared with his audience of 1.5million – encouraged users to comment on how many of them still owned their first Cozy Coupe, and preceeds a number of PR and social media spikes taking place across July and August that will encourage families across the UK to play, have fun, explore and discover. All social activity has been grouped under the #LetThemPlay hashtag.

“Summer has always been a great season for us,” commented Michelle Lilley, head of marketing at Little Tikes UK. “We’re currently enjoying strong sales across our outdoor lines and it’s been great seeing how popular some of our new products have been already. Families are buying early to ensure they’re fully equipped for the summer months ahead.

“We know the British weather can be unpredictable but we’re noticing people snapping up outdoor items much earlier, ensuring they are prepared for the sunnier days ahead.”

All PR activity – including another Tribe campaign due to launch at the end of the month ahead of the summer holidays – will be underpinned by an extensive digital advertising programme which will run throughout the season. A TV campaign which began in March and continues throughout June will also mirror this messaging.

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