First Play at Home Fest event heralded huge success

14,000 families log on for the festival, which bought toy brands into family homes virtually for the first time ever

Written by Georgie Dobie

Posted 03.06.2020 | Business

First Play at Home Fest event heralded huge success thumbnail

Dr Gummer’s Good Play Guide is celebrating the roaring success of its first Play at Home Fest virtual festival which was streamed over the late May Bank Holiday weekend. Page views for the event reached a huge 71,000 across dedicated website PlayatHomeFest.com over the two days and social media impressions exceeded 750,000 on Good Play Guide channels alone.

In total, 22,335 individuals registered for tickets for the event, but many more streamed the playful performances throughout the weekend. With almost all sessions still available for catch up via YouTube and Facebook, the views are still increasing, with over 9,000 families tuning in for content they missed, or to view again over the last week. 

The event also raised in excess of £5,000 for the National Emergencies Trust Coronavirus Appeal and Theodora Children’s Charity through voluntary donations and profit. 

Play at Home Fest ran across three stages – the Main Stage, the Time to Create stage, which was sponsored by Ravensburger and its interactive track system, GraviTrax, and the Pre-School stage, allowing brands to target different age groups and categories easily.  

Katy Fletcher, head of marketing at Ravensburger UK, said: “We're so pleased to have been a part of this great initiative with our GraviTrax brand. It has been lovely to see the positive feedback from families enjoying the fun over the weekend."  

Dr Gummer’s Good Play Guide planned the festival to support children’s industries at a time when traditional marketing strategies are struggling and experiential events are cancelled. A number of toy brands signed up to Play at Home Fest, including Tomy, Gibsons, Trends UK, Orchard Toys, Geomag and EasyRead TIme Teacher, who were able to showcase their brands to the highly targeted, engaged audience. 

Samantha Goodburn, marketing & PR manager, Gibsons, said: “It was an honour to be a part of Good Play Guide’s Play At Home Festival and help raise money for such a fantastic cause. The whole weekend was lots of fun and we’re glad that we were able to help entertain the nation during this difficult time.”  

Lindsay Hardy, marketing director, Trends UK, added: “We thought the Good Play Guide team did an incredible job coming up with the festival at home programme and putting it all together in a matter of weeks. Our Paint Sticks were showcased with some fabulous Face Paints videos and great craft session with a dinosaur theme and we hope all the participants had a great time.” 

And off the back of this success, the team at Dr Gummer’s Good Play Guide are now planning for their second festival on the August Bank Holiday weekend.  

Amanda Gummer, founder and CEO of Dr Gummer’s Good Play Guide, said: “The reaction to our first Play at Home Fest has been phenomenal. Families who got involved with the event had overwhelmingly positive feedback, and the noise on social media was fabulous. I’m delighted that we could find a way to help brands promote their products at a time when marketing is increasingly difficult, while also raising money for great causes and providing play for families.” 

Any company interested in getting involved with the next Play at Home Fest should contact marketing@goodplayguide.com. 

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