Marketing a toy brand during Covid-19

“It’s still possible for toy brands to thrive during the Covid-19 crisis,” says Susannah Morgan, Energy PR’s deputy managing director

Written by Georgie Dobie

Posted 18.05.2020 | Business

Marketing a toy brand during Covid-19 thumbnail

Susannah Morgan, deputy managing director at Energy PR, offers her advice on keeping audiences engaged during the Covid-19 crisis.

Whilst the current economic climate and uncertainty around the long-term effects of Covid-19 present a challenge for businesses across the world, it is still possible for toy brands to thrive, and there has been a spike in online sales. With parents trying to entertain and educate their children at home every day, brands have a fantastic opportunity to position themselves as the solution to this challenge. However, this must be done sensitively and intelligently if it is to resonate with discerning consumers.  

Share good news stories  

There remains plenty of opportunities for brands to work with the media to generate brand awareness and drive web traffic. Whilst coronavirus inevitably continues to dominate national headlines, consumers are also looking for light relief and, as a result, there is huge demand amongst print and digital media for positive news and inspiring stories to counter the darker headlines.  

Adjust your messaging  

The world is a very different place now, so it is important to re-evaluate your messaging and tone and adjust them if they no longer seem appropriate. Audiences might not have as much disposable income as before but play and learning have never been higher on their agenda. Focus on this within your messaging and use your comms to convey how your product can help parents keep their children amused or add value to their educational development whilst nurseries and schools remain shut. 

Create routine  

Routine is important right now. So, create content that your target audience can engage with on a regular basis – daily or weekly tips, challenges for them to complete or funny videos showing characters doing incongruous things would all work well. Behind the scenes content is also effective, so consider offering your audience insights into product development or the next instalment of the story you are telling. Use this as an opportunity to brainstorm with your agency and create a content plan that will truly resonate with your audience. 

Build a sense of community  

Combatting loneliness and creating a sense of community is also important. Children are missing their friends, and parents are under more pressure than ever before. So, harness user generated content to create a sense of community and encourage brand engagement amongst your audience. 

Evaluate your channels  

With more people shopping online than ever before, now is the time to ensure your website is kept as up to date as possible and your social media channels are working as hard as they can. Add content from customers using your products to encourage engagement and purchase and make sure reviews are prominent to support buying decisions. 

Embrace emails  

Don’t overlook the effectiveness of email. Emails have a longer life span than social media posts and creating a strong email marketing campaign will keep your brand front of mind. It is easily measurable and allows you to share news, offers, updates and user generated content, as well as gather feedback, introduce other products your audience might like and encourage purchase. 

Be human  

During challenging times, it is crucial that brands are seen to be human. Letters to customers from your company’s CEO offer an effective way of doing this and provide the opportunity to explain what you are doing to keep operating safely, helping to make your brand relatable and provide reassurance to your audience. 

Hang on in there 

Finally, and most importantly, hang on in there. As Captain Tom Moore said: “The sun will shine on you again and the clouds will go away.” 

For more advice about managing your communications during Covid-19, visit: www.energypr.co.uk/ 


Save The High Street launches Covid-19 Recovery and Resilience campaign for UK-based independent retailers thumbnail

Save The High Street launches Covid-19 Recovery and Resilience campaign for UK-based independent retailers

Business owners who contribute to Save the High Street’s research will be offered free, personalised support to help accelerate their ...

The Entertainer welcomes Geoff Sheffield thumbnail

The Entertainer welcomes Geoff Sheffield

He joins as buying director as the business targets future growth

BTHA AGM & industry Day will take place virtually thumbnail

BTHA AGM & industry Day will take place virtually

The scheduled physical event will instead take place on Zoom, on Wednesday 1 July, and is free to attend for ...

Press Releases

Radio silence broken on Novel Entertainment’s new Horrid Henry podcast thumbnail

Radio silence broken on Novel Entertainment’s new Horrid Henry podcast

The first podcast based on the award-winning Horrid Henry TV series will launch this week under new ‘Horrid Henry Unlocked’ ...

APC Kids signs trio of deals for CTC Media’s Kid-E-Cats thumbnail

APC Kids signs trio of deals for CTC Media’s Kid-E-Cats

New deals sees hit property’s footprint expand in Asia, Latin America and North America

Live the track with the Lego Technic Ducati Panigale V4 R thumbnail

Live the track with the Lego Technic Ducati Panigale V4 R

The Lego Group has revealed its latest Lego Technic model – the Ducati Panigale V4 R

Have a field day with Britains’ New Holland Tractor! thumbnail

Have a field day with Britains’ New Holland Tractor!

Tomy has revealed the latest launch from Britains – a New Holland T8.435 Tractor