Next in our series of influencer campaign examples by business industries is toy brands. Now, if you think that toy brand promotional content solely consists of loud and bright TV commercials, that’s where you are wrong, and these influencer campaigns offer nice proof of the case.
From toy brand behemoths like Mattel to smaller companies like Playfoam Pluffle and absolute icons like Rubik’s Cube, they all relied on influencers to promote their products in various campaigns.
Now, scroll down below and check the examples yourself!
Mattel
Mattel, a behemoth in the toy industry, is not a newbie when it comes to influencer marketing. So with whom does such a huge company pair up when in need of an influencer campaign? With Ryan from @Ryan’sWorld YouTube channel, of course.
If it’s your first time hearing about Ryan, just know that he and his mom are by far the most popular influencers when it comes to toys, with Ryan even having a mobile game under his belt. Talk about popularity!
So, Mattel asked Ryan to do a video featuring the brand’s Jurassic World toy collection, and Ryan opted for an unboxing. However, Ryan being Ryan, it wasn’t just a regular unboxing video but rather one including a handmade bright-colored box with compartments hiding all of the Jurassic World dinosaurs.
Unboxing always works great when you want to show your audience all the features of the toys, and Ryan’s video was definitely no exception.
Wicked Cool Toys
Wicked Cool Toys’ Blinger kit TikTok campaign featuring Jasmine Gonzalez proves once again that the platform is all about humorous content rather than hard-sells and all-polished everything.
So, in her short video, Jasmine takes her brother’s sneakers, decorates them with Wicked Cool Toys Blinger kit crystals, and returns them back to her overjoyed brother.
The video does not push audiences to buy the promoted kit but rather focuses on the kid’s joy after receiving blinged-out sneakers. And that’s exactly why it is so powerful!
You can check the video here.
Playfoam Pluffle
Playfoam Pluffle is a sensory toy that has a super soft texture, offering a sense of calm and relaxation to anyone that plays with it. Although watching videos of Playfoam Pluffle manipulated is already a fun experience, the company decided to do a TikTok campaign focusing on educational material.
Now, you might wonder what kind of educational material could be gathered on slime-like thingamajig. Well, remember that it is a sensory toy and its calming properties spoke truth to plenty of parents of anxious kids. So, ten influencers, lots of educational videos over four weeks, and an imminent success of the campaign.
Mattel
Since Mattel offers so many different toys, it was truly inevitable for us to mention the brand twice. This time, we’d like to remind you about their campaign created for the re-launch of Polly Pocket – a very popular toy from the ’90s.
Now, to promote the all-new Polly Pocket, Mattel paired up with influencers who had played with the original toy to induce a healthy dose of nostalgia in anyone who sees the content.
And you know, nostalgia is a powerful emotion that influences purchases. Especially so when it comes to kid’s toys.
Minibrands
Minibrands sell miniature versions of everyday things; think something along the lines of things you’d put in a doll house. Now, to show off their products, Minibrands collaborated with TikTok influencers who did ‘tour of the house’ videos only to reveal at the end of each video that what they were showing was, in fact, a doll house furnished by Minibrands. Besides the ‘house tours,’ the influencers also did unboxing videos to show what they’ve used, and this content alone gathered over a million views.
Next, Minibrands created a challenge asking people to buy real versions of the stuff they had to see how real the mini versions were. This prompted people to watch videos for longer since everyone was curious to see how realistic the miniatures were.
Rubik’s Cube
Rubik’s Cube needs no official introductions – it’s definitely one of those iconic and time-defying toys. However, Rubik’s wanted not just to be ‘ time-defying’ but also appeal to younger audiences.
So, that’s what they did – they conquered TikTok. In fact, Rubik collaborated with various platform influencers giving them absolute creative control. This resulted in fun, exciting, and original videos that appealed to younger audiences and turned Rubik’s into a relevant item rather than just something classic. The videos from the campaign resulted in 3.3 million views!
As you can see, there’s one tendency unifying most of these campaigns, and it’s the brands’ choice of a platform to run their content. Seemingly, TikTok is pretty great when it comes to promoting toys, so one thing you might want to think about is to collaborating with influencers active on this platform.
