Toy & Juvenile

Our toy & juvenile team is a specialized group of consumer product public relations professionals that possesses the passion, creativity and experience to impact your business. With in-depth working knowledge of the youth, parenting and trade media, our team is in sync with the industry and your target audience.

Coyne PR’s toy & juvenile team has managed and executed product launches, brand-building campaigns, trade show support, influencer programs, social media marketing, celebrity endorsement programs and media relations for some of the industry’s most prominent brands.

It’s easy to see why so many industry leaders look to Coyne to produce glowing results.

Playmates

Issue: Teenage Mutant Ninja Turtles, one of the most popular kids' entertainment brands of the 1980s, made an epic return in 2012 with a new CG-animated show on Nickelodeon and a new toy line from Playmates Toys. The show has been a continuous hit since 2012, with Playmates Toys introducing new products that are inspired by each season of the show. Coyne is continually challenged by Playmates Toys to generate awareness for the new Turtles line each year among a key audience – the collector community.

Idea: With Playmates Toys unveiling the new Turtles line at Toy Fair each year, Coyne took advantage of the assets available during this time and coordinated an intimate event for the loyal collector community. Held on the first day of the show each year, Coyne invites over 75 collectors to visit the booth during a designated period. Collectors are divided into small groups and are provided with an in-depth guided tour of the new product line by members of the Playmates Toys marketing team. During the event, collectors are given the opportunity to ask questions and take photographs of the latest products to be hitting shelves.

Impact: Coyne has been hosting the special collector event during Toy Fair for the past four years, with attendance climbing each year.  In 2015, nearly 100 collectors attended the event, including influential collectors such as Pixel Dan, Comic Vine, CollectionDX and Action Figure Pics. After the event, the majority of the collectors post detailed articles with photos, highlighting the new product line. In 2015, one of the articles from a collector (Comic Vine) was also picked up by Yahoo! News.

Cowabunga! Collector Event for Turtles Fans

Issue: Teenage Mutant Ninja Turtles, one of the most popular kids' entertainment brands of the 1980s, made an epic return in 2012 with a new CG-animated show on Nickelodeon and a new toy line from Playmates Toys. The show has been a continuous hit since 2012, with Playmates Toys introducing new products that are inspired by each season of the show. Coyne is continually challenged by Playmates Toys to generate awareness for the new Turtles line each year among a key audience – the collector community.

Idea: With Playmates Toys unveiling the new Turtles line at Toy Fair each year, Coyne took advantage of the assets available during this time and coordinated an intimate event for the loyal collector community. Held on the first day of the show each year, Coyne invites over 75 collectors to visit the booth during a designated period. Collectors are divided into small groups and are provided with an in-depth guided tour of the new product line by members of the Playmates Toys marketing team. During the event, collectors are given the opportunity to ask questions and take photographs of the latest products to be hitting shelves.

Impact: Coyne has been hosting the special collector event during Toy Fair for the past four years, with attendance climbing each year.  In 2015, nearly 100 collectors attended the event, including influential collectors such as Pixel Dan, Comic Vine, CollectionDX and Action Figure Pics. After the event, the majority of the collectors post detailed articles with photos, highlighting the new product line. In 2015, one of the articles from a collector (Comic Vine) was also picked up by Yahoo! News.

VTech

Issue: With technology growing ever-more present in the lives of even the youngest of kids, VTech acknowledged the need to stand out with parents who were looking for innovative products that foster developmental growth and imaginative play. To generate loyalty and interest, and demonstrate their relevance as an Electronic Learning Products (ELP) leader, VTech challenged Coyne PR’s influencer relations team to drive online conversations and consumer reviews for their 2014 lineup.

Idea: Through the agency’s proprietary network of more than 3,500 bloggers, Coyne engaged top parent/lifestyle influencers with children in the key demographic range of six months to seven years. Orchestrating a year-long campaign, Coyne activated targeted influencers for nearly 50 product launches, giving them the exclusive opportunity to be among the first to try new offerings, including the Kidizoom® Smartwatch, VTech’s first kids’ interactive camera watch. They were encouraged to share their families’ experiences, manifesting in organic and unpaid content, including personal anecdotes, photos, and videos. Participants were also encouraged to post their reviews to key e-commerce websites (e.g. VTechKids.com, Amazon.com, ToysRUs.com).

Impact: The outreach garnered 83 million impressions with more than 800 blog and 30,000 social media posts for the year. The campaign also generated more than 1,500 e-commerce reviews on e-commerce sites during key timeframes such as Easter, back-to-school, and before the holiday shopping season. As an added value for the brand, VTech was able to repurpose blogger assets, such as photos and videos, on their social channels to further engage and highlight consumers.

A YEAR IN THE BLOGOSPHERE

Issue: With technology growing ever-more present in the lives of even the youngest of kids, VTech acknowledged the need to stand out with parents who were looking for innovative products that foster developmental growth and imaginative play. To generate loyalty and interest, and demonstrate their relevance as an Electronic Learning Products (ELP) leader, VTech challenged Coyne PR’s influencer relations team to drive online conversations and consumer reviews for their 2014 lineup.

Idea: Through the agency’s proprietary network of more than 3,500 bloggers, Coyne engaged top parent/lifestyle influencers with children in the key demographic range of six months to seven years. Orchestrating a year-long campaign, Coyne activated targeted influencers for nearly 50 product launches, giving them the exclusive opportunity to be among the first to try new offerings, including the Kidizoom® Smartwatch, VTech’s first kids’ interactive camera watch. They were encouraged to share their families’ experiences, manifesting in organic and unpaid content, including personal anecdotes, photos, and videos. Participants were also encouraged to post their reviews to key e-commerce websites (e.g. VTechKids.com, Amazon.com, ToysRUs.com).

Impact: The outreach garnered 83 million impressions with more than 800 blog and 30,000 social media posts for the year. The campaign also generated more than 1,500 e-commerce reviews on e-commerce sites during key timeframes such as Easter, back-to-school, and before the holiday shopping season. As an added value for the brand, VTech was able to repurpose blogger assets, such as photos and videos, on their social channels to further engage and highlight consumers.

Reading Rainbow

Issue: Reading Rainbow challenged Coyne PR not only to generate awareness for LeVar Burton’s role as the keynote speaker during the 2016 National Title I Conference, but also to create buzz for the upcoming launch of Skybrary School, a supplemental multimedia resource for students and their educators in grades K-3. The catch? The conference is not typically attended or covered by the media.

Idea: Knowing the Title I Conference is not a media draw, the Coyne PR team decided to execute a media campaign in advance of the show to line-up media opportunities. Key education trades and local Houston media were offered the opportunity to interview LeVar about his keynote speech and Skybrary School. 

Impact: Coyne PR secured pre-conference interviews for LeVar with Education Week Teacher and School Library Journal, in-studio interviews with Houston television stations, KHOU-TV (CBS) and KRIV-TV (FOX), as well as on-site interviews with KTRK-TV (ABC) and Edutopia.org. Overall, the campaign generated more than half a million impressions and resulted in the most press Reading Rainbow has received in a single day since 2014.

LeVar Burton Keynotes Title I Conference

Issue: Reading Rainbow challenged Coyne PR not only to generate awareness for LeVar Burton’s role as the keynote speaker during the 2016 National Title I Conference, but also to create buzz for the upcoming launch of Skybrary School, a supplemental multimedia resource for students and their educators in grades K-3. The catch? The conference is not typically attended or covered by the media.

Idea: Knowing the Title I Conference is not a media draw, the Coyne PR team decided to execute a media campaign in advance of the show to line-up media opportunities. Key education trades and local Houston media were offered the opportunity to interview LeVar about his keynote speech and Skybrary School. 

Impact: Coyne PR secured pre-conference interviews for LeVar with Education Week Teacher and School Library Journal, in-studio interviews with Houston television stations, KHOU-TV (CBS) and KRIV-TV (FOX), as well as on-site interviews with KTRK-TV (ABC) and Edutopia.org. Overall, the campaign generated more than half a million impressions and resulted in the most press Reading Rainbow has received in a single day since 2014.

Digital Dream Labs

Issue: Digital Dream Labs came to Coyne PR to generate pre-launch buzz and make their new toy, Puzzlets, a key player in the “smart toy” category.

Idea: Parents have been flocking to the toy aisle in hopes of finding playthings that will teach their children STEAM fundamentals, as labor statistics project overall STEAM employment to grow 13% in the next 10 years. Knowing this, Coyne tapped into the growing trend of these innovative toys and pre-seeded the app-enabled interactive gaming platform to key media to establish Puzzlets as an on-trend learning toy.

Impact: In the first four months, Coyne secured Puzzlets coverage in media outlets, including The Wall Street Journal, USA Today, Parents @ Play (syndicated column), women’s tech site Chip Chick and popular YouTube unboxer Act Out Games. The team also secured a feature article in the client’s hometown of Pittsburgh with the Pittsburgh Business Times. To date, Coyne has generated over 15.4 million impression.

Full Steam Ahead for Puzzlets

Issue: Digital Dream Labs came to Coyne PR to generate pre-launch buzz and make their new toy, Puzzlets, a key player in the “smart toy” category.

Idea: Parents have been flocking to the toy aisle in hopes of finding playthings that will teach their children STEAM fundamentals, as labor statistics project overall STEAM employment to grow 13% in the next 10 years. Knowing this, Coyne tapped into the growing trend of these innovative toys and pre-seeded the app-enabled interactive gaming platform to key media to establish Puzzlets as an on-trend learning toy.

Impact: In the first four months, Coyne secured Puzzlets coverage in media outlets, including The Wall Street Journal, USA Today, Parents @ Play (syndicated column), women’s tech site Chip Chick and popular YouTube unboxer Act Out Games. The team also secured a feature article in the client’s hometown of Pittsburgh with the Pittsburgh Business Times. To date, Coyne has generated over 15.4 million impression.

Lionel

Issue: Long known for its iconic model trains, Lionel tasked Coyne PR with generating awareness for its revolutionary new product, Mega Tracks, during Toy Fair 2016, the toy industry’s annual trade show. 

Idea: Coyne PR executed a series of tactics in support of Toy Fair, beginning with a Mega Tracks “sneak peek” event where key toy influencers were given the opportunity to experience the revolutionary rail system first-hand, in an effort to keep Lionel top of mind as they planned Toy Fair coverage. In addition, Coyne PR developed a press release to announce the new product, which was distributed over the wire before the start of the show, secured media appointments in the Lionel booth over the course of the show and conducted personalized tours on-site that included product demonstrations.  Coyne PR also worked with an Associated Press photographer to distribute photos of the Mega Tracks booth display over the wire on the opening day of the show.

Impact: Toy Fair was a monumental success for Lionel, with Coyne PR generating top-tier media coverage for Mega Tracks. The product was featured in five national broadcast segments, including Live with Kelly & Michael, Good Morning America, CBS Evening News and two segments on ABC World News Now.  Additionally, Mega Tracks was included in numerous online Toy Fair stories, including USA Today, The Wall Street Journal, Gizmodo, Popular Science and more.  During the course of the show, Coyne PR and Lionel met with reporters from over 60 media outlets including USA Today, CNBC, Parents, Examiner.com and many more. In total, Coyne PR generated more than 172 million media impressions for Lionel during Toy Fair.  

Toy Fair 2016 With Introduction of Mega Tracks

Issue: Long known for its iconic model trains, Lionel tasked Coyne PR with generating awareness for its revolutionary new product, Mega Tracks, during Toy Fair 2016, the toy industry’s annual trade show. 

Idea: Coyne PR executed a series of tactics in support of Toy Fair, beginning with a Mega Tracks “sneak peek” event where key toy influencers were given the opportunity to experience the revolutionary rail system first-hand, in an effort to keep Lionel top of mind as they planned Toy Fair coverage. In addition, Coyne PR developed a press release to announce the new product, which was distributed over the wire before the start of the show, secured media appointments in the Lionel booth over the course of the show and conducted personalized tours on-site that included product demonstrations.  Coyne PR also worked with an Associated Press photographer to distribute photos of the Mega Tracks booth display over the wire on the opening day of the show.

Impact: Toy Fair was a monumental success for Lionel, with Coyne PR generating top-tier media coverage for Mega Tracks. The product was featured in five national broadcast segments, including Live with Kelly & Michael, Good Morning America, CBS Evening News and two segments on ABC World News Now.  Additionally, Mega Tracks was included in numerous online Toy Fair stories, including USA Today, The Wall Street Journal, Gizmodo, Popular Science and more.  During the course of the show, Coyne PR and Lionel met with reporters from over 60 media outlets including USA Today, CNBC, Parents, Examiner.com and many more. In total, Coyne PR generated more than 172 million media impressions for Lionel during Toy Fair.  

VTech

Issue: VTech challenged Coyne to generate continued awareness and coverage for their new Kidizoom Action Cam through the summer months, following an April launch.

Idea: In order to generate truly engaged posts and content-rich editorial surrounding the Kidizoom Action Cam, Coyne offered select media and bloggers with children in the target age range the opportunity for personal skateboarding lessons featuring a one-on-one introduction to the Kidizoom Action Cam. Since many of these outlets had already covered the launch in April, this was a unique way to build on the momentum and offer them another reason to write about the product.

Impact: Coyne hosted exclusive sessions with influencers and the children of bloggers over the course of three days. The attendees posted across their social media channels in real-time during the events with a designated hashtag. They also shared multi-media assets and reviews on their websites in the days following, featuring engaging images and videos of their skateboarding lessons and authentically capturing the fun and functional capabilities of the Kidizoom Action Cam and effectively introducing the product to their thousands of collective followers and beyond.

Putting the Action in Action Cam

Issue: VTech challenged Coyne to generate continued awareness and coverage for their new Kidizoom Action Cam through the summer months, following an April launch.

Idea: In order to generate truly engaged posts and content-rich editorial surrounding the Kidizoom Action Cam, Coyne offered select media and bloggers with children in the target age range the opportunity for personal skateboarding lessons featuring a one-on-one introduction to the Kidizoom Action Cam. Since many of these outlets had already covered the launch in April, this was a unique way to build on the momentum and offer them another reason to write about the product.

Impact: Coyne hosted exclusive sessions with influencers and the children of bloggers over the course of three days. The attendees posted across their social media channels in real-time during the events with a designated hashtag. They also shared multi-media assets and reviews on their websites in the days following, featuring engaging images and videos of their skateboarding lessons and authentically capturing the fun and functional capabilities of the Kidizoom Action Cam and effectively introducing the product to their thousands of collective followers and beyond.

BabyCenter

Issue: BabyCenter challenges Coyne Public Relations to generate widespread media attention for their annual Baby Names campaign, delivering results that shatter impression numbers year over year.

Idea: To consistently deliver top-tier results, the Coyne PR team executes a multi-phased media campaign that includes an exclusive reveal with a top national morning show (e.g. “Today”), national newspaper (“USA Today”) and online partner (“Yahoo”) followed by aggressive outreach to key national and local print and broadcast outlets, websites and radio stations in order to create a snowballing effect. 

Impact: To date, Coyne PR has generated well over 700 million impressions, with an average of 230 million per year, for the Baby Names campaign, the biggest coup being a 50 percent increase in site traffic on launch day.

Baby Names

Issue: BabyCenter challenges Coyne Public Relations to generate widespread media attention for their annual Baby Names campaign, delivering results that shatter impression numbers year over year.

Idea: To consistently deliver top-tier results, the Coyne PR team executes a multi-phased media campaign that includes an exclusive reveal with a top national morning show (e.g. “Today”), national newspaper (“USA Today”) and online partner (“Yahoo”) followed by aggressive outreach to key national and local print and broadcast outlets, websites and radio stations in order to create a snowballing effect. 

Impact: To date, Coyne PR has generated well over 700 million impressions, with an average of 230 million per year, for the Baby Names campaign, the biggest coup being a 50 percent increase in site traffic on launch day.

Toys "R" Us

Issue: Since 2006, Coyne PR has had the opportunity to play a strategic role as part of the Toys“R”Us PR team. The team has worked tirelessly to help Toys“R”Us solidify its reputation with its customers as a trusted source on all things toy-related, while furthering its market position as the toy authority. 

Idea: Coyne PR has been called upon to support multiple high-profile initiatives on behalf of Toys“R”Us, including the partnership with the Marine Toys For Tots Foundation, Black Friday, the Toy Guide for Differently-Abled Kids, the Toys“R”Us Children’s Fund Gala, Halloween, hot toy trends and executive announcements.  Outreach for each initiative targeted consumer and business focused media, including national and local print and broadcast outlets.

Impact: Over the years, Coyne PR has generated outstanding results on behalf of Toys“R”Us, with company executives and spokespeople having been prominently featured in various national media outlets including USA Today, The New York Times, “Good Morning America," “CBS Early Show," CNN, Fox News Channel, Bloomberg, Reuters, and The Associated Press, among others. 

Solidifying the Brand's Reputation

Issue: Since 2006, Coyne PR has had the opportunity to play a strategic role as part of the Toys“R”Us PR team. The team has worked tirelessly to help Toys“R”Us solidify its reputation with its customers as a trusted source on all things toy-related, while furthering its market position as the toy authority. 

Idea: Coyne PR has been called upon to support multiple high-profile initiatives on behalf of Toys“R”Us, including the partnership with the Marine Toys For Tots Foundation, Black Friday, the Toy Guide for Differently-Abled Kids, the Toys“R”Us Children’s Fund Gala, Halloween, hot toy trends and executive announcements.  Outreach for each initiative targeted consumer and business focused media, including national and local print and broadcast outlets.

Impact: Over the years, Coyne PR has generated outstanding results on behalf of Toys“R”Us, with company executives and spokespeople having been prominently featured in various national media outlets including USA Today, The New York Times, “Good Morning America," “CBS Early Show," CNN, Fox News Channel, Bloomberg, Reuters, and The Associated Press, among others. 

PLAYMOBIL

Issue: PLAYMOBIL looked to Coyne PR to help advance the brands position in the U.S. by increasing awareness, understanding and appreciation of the brand among its target audience – Mom. 

Idea: Coyne PR conducted extensive research into the PLAYMOBIL brand to learn how it is perceived here in the U.S., relying on research to provide valuable insights that were used to develop a communications plan that featured multiple objectives:  create greater engagement with the brand and Moms; communicate a clear point of difference for PLAYMOBIL compared to its competitors; and foster understanding of the quality and play value of PLAYMOBIL products. 

Impact: Coyne PR’s first year working with PLAYMOBIL was a huge success, with more than 125 million media impressions garnered through hundreds of national and local print, broadcast and online media placements. In addition, a holiday Facebook promotion to drive PLAYMOBIL share of voice during the all-important fourth quarter resulted in 100 percent fan growth.

Play. Unscripted.

Issue: PLAYMOBIL looked to Coyne PR to help advance the brands position in the U.S. by increasing awareness, understanding and appreciation of the brand among its target audience – Mom. 

Idea: Coyne PR conducted extensive research into the PLAYMOBIL brand to learn how it is perceived here in the U.S., relying on research to provide valuable insights that were used to develop a communications plan that featured multiple objectives:  create greater engagement with the brand and Moms; communicate a clear point of difference for PLAYMOBIL compared to its competitors; and foster understanding of the quality and play value of PLAYMOBIL products. 

Impact: Coyne PR’s first year working with PLAYMOBIL was a huge success, with more than 125 million media impressions garnered through hundreds of national and local print, broadcast and online media placements. In addition, a holiday Facebook promotion to drive PLAYMOBIL share of voice during the all-important fourth quarter resulted in 100 percent fan growth.

Hasbro

Issue: Hasbro brought Coyne PR on board to generate nationwide awareness for Candy Land’s 60th birthday.

Idea: The curves of Lombard Street in San Francisco turned out to be the perfect match for a transformation into the magical Candy Land path. Area children were divided into four teams to represent the game pieces and oversized cards dictated the moves along the colored path, which was nearly 30,000 times the size of the actual board.

Impact: Candy Land’s 60th Birthday became a national hit with nearly 800 broadcast placements, the 8th most searched term on Yahoo’s homepage and Yahoo’s most e-mailed photo of the month.

A Sweet Celebration for Candy Land's 60th Birthday!

Issue: Hasbro brought Coyne PR on board to generate nationwide awareness for Candy Land’s 60th birthday.

Idea: The curves of Lombard Street in San Francisco turned out to be the perfect match for a transformation into the magical Candy Land path. Area children were divided into four teams to represent the game pieces and oversized cards dictated the moves along the colored path, which was nearly 30,000 times the size of the actual board.

Impact: Candy Land’s 60th Birthday became a national hit with nearly 800 broadcast placements, the 8th most searched term on Yahoo’s homepage and Yahoo’s most e-mailed photo of the month.

Crayola

Issue: Crayola challenged Coyne PR to raise widespread awareness around the holiday timeframe for its new line of creative accessories for the iPad called DigiTools.

Idea:  With a small window of time to generate media coverage, Coyne PR developed a comprehensive nationwide media relations campaign targeting short-lead media, including national and local print and online outlets. The media materials that were drafted positioned Crayola’s new DigiTools as an innovative line that allowed kids to experience digital art on the iPad like never before. In addition to traditional media outreach, Coyne PR also conducted desksides with high-profile media outlets to showcase the new product line. 

Impact:  As a result of the media desksides, Coyne PR was able to secure placements in top-tier outlets, including a feature in the Thursday Gadgetwise section of The New York Times. Additionally, Coyne PR secured a story with a “gear & gadgets” syndicated columnist, resulting in coverage in top daily newspapers including the Los Angeles Times and Philadelphia Inquirer. Coyne PR also generated coverage on key online sites including Techlicious.com and Examiner.com.

DigiTools Launch

Issue: Crayola challenged Coyne PR to raise widespread awareness around the holiday timeframe for its new line of creative accessories for the iPad called DigiTools.

Idea:  With a small window of time to generate media coverage, Coyne PR developed a comprehensive nationwide media relations campaign targeting short-lead media, including national and local print and online outlets. The media materials that were drafted positioned Crayola’s new DigiTools as an innovative line that allowed kids to experience digital art on the iPad like never before. In addition to traditional media outreach, Coyne PR also conducted desksides with high-profile media outlets to showcase the new product line. 

Impact:  As a result of the media desksides, Coyne PR was able to secure placements in top-tier outlets, including a feature in the Thursday Gadgetwise section of The New York Times. Additionally, Coyne PR secured a story with a “gear & gadgets” syndicated columnist, resulting in coverage in top daily newspapers including the Los Angeles Times and Philadelphia Inquirer. Coyne PR also generated coverage on key online sites including Techlicious.com and Examiner.com.

Hasbro

Issue: Hasbro looked to Coyne PR develop a unique way to increase participation in their user-generated “It’s Real Fun” advertising campaign.

Idea: Coyne PR created a specialized “It’s Real Fun” Casting Call to help drive submissions. Hosted on the Cranium Facebook page, The Casting Call centered around the search for real players and real moments to feature in a new TV commercial. Via the application, fans, friends and everyone in between uploaded video of them and their friends playing Cranium.  Once the videos were received, they were featured in the video gallery so they could be voted on.  Everyone who entered received a Cranium prize and 50 lucky fans were picked to appear in the new commercial. To support the application, Coyne – along with Hasbro PR – conducted an outreach campaign that included a series of Facebook posts announcing the “Casting Call,” personalized correspondence to the Cranium Craniac database and targeted online advertising, including Facebook. 

Impact: Prior to kicking off the campaign, the mandate for the entries was to simply beat the total number of submissions from the previous year. When all was said and done, Coyne PR had generated more than double the amount of entries as compared to the year prior.

Cranium Goes Social

Issue: Hasbro looked to Coyne PR develop a unique way to increase participation in their user-generated “It’s Real Fun” advertising campaign.

Idea: Coyne PR created a specialized “It’s Real Fun” Casting Call to help drive submissions. Hosted on the Cranium Facebook page, The Casting Call centered around the search for real players and real moments to feature in a new TV commercial. Via the application, fans, friends and everyone in between uploaded video of them and their friends playing Cranium.  Once the videos were received, they were featured in the video gallery so they could be voted on.  Everyone who entered received a Cranium prize and 50 lucky fans were picked to appear in the new commercial. To support the application, Coyne – along with Hasbro PR – conducted an outreach campaign that included a series of Facebook posts announcing the “Casting Call,” personalized correspondence to the Cranium Craniac database and targeted online advertising, including Facebook. 

Impact: Prior to kicking off the campaign, the mandate for the entries was to simply beat the total number of submissions from the previous year. When all was said and done, Coyne PR had generated more than double the amount of entries as compared to the year prior.

Crayola

Issue: Crayola looked to Coyne PR to create awareness for their new Color Wonder products with their core consumers (Mom) heading into the summer travel season.
 
Idea: Coyne PR utilized its proprietary network of mom bloggers called Coyne Connect to help spread the word to moms regarding the new products.  The bloggers were provided with product information and a Crayola Color Wonder “Summer Travel Imagination” pack that included a variety of products they could take on their family vacations.  Each blogger was encouraged to take photos of their children using the Color Wonder products while traveling and to share their posts on Crayola’s Facebook page. They were also provided with an additional prize pack to offer as a giveaway to one of their readers who were asked to share a story about traveling with their families and what they liked best about Color Wonder.
 
Impact: The program was one of the best blogger campaigns in the company’s history. In total, the program generated more than 1.4 million impressions (63 percent higher than initial projections).  It also generated tweets from 180 unique Twitter users, with 32 percent tweeting more than one and of the bloggers that posted, 25 percent posted their links to the Crayola Facebook page. 
 

Color Wonder-ful Blogger Campaign

Issue: Crayola looked to Coyne PR to create awareness for their new Color Wonder products with their core consumers (Mom) heading into the summer travel season.
 
Idea: Coyne PR utilized its proprietary network of mom bloggers called Coyne Connect to help spread the word to moms regarding the new products.  The bloggers were provided with product information and a Crayola Color Wonder “Summer Travel Imagination” pack that included a variety of products they could take on their family vacations.  Each blogger was encouraged to take photos of their children using the Color Wonder products while traveling and to share their posts on Crayola’s Facebook page. They were also provided with an additional prize pack to offer as a giveaway to one of their readers who were asked to share a story about traveling with their families and what they liked best about Color Wonder.
 
Impact: The program was one of the best blogger campaigns in the company’s history. In total, the program generated more than 1.4 million impressions (63 percent higher than initial projections).  It also generated tweets from 180 unique Twitter users, with 32 percent tweeting more than one and of the bloggers that posted, 25 percent posted their links to the Crayola Facebook page. 
 

BabyBjorn

Issue: BabyBjörn called upon Coyne PR to raise current awareness levels among new and expectant parents across all its product categories.  Media coverage of the BabyBjörn brand in the U.S., despite the company having more than 20 products in its portfolio, had predominately been carrier-driven, led by sweeping coverage of celebrity baby-wearing fans. 

Idea: As a first step, Coyne PR set out to re-introduced to brand to key juvenile product industry influencers, opinion leaders and members of the media by literally taking the show on the road through a series of cross-country media one-one-ones.

Impact: Coyne PR arranged meetings with editors from the leading parenting and pregnancy books, including American Baby, Fit Pregnancy, Parents, Pregnancy & Newborn, Pregnancy Magazine and Ser Padres, as well as the authors of the must-have baby book, Baby Bargains.  The results were two-fold:  important connections were re-established and the full breadth of the BabyBjörn line was introduced, resulting in ongoing, multiple placements each month in the leading parenting books.

More Than Just a Carrier

Issue: BabyBjörn called upon Coyne PR to raise current awareness levels among new and expectant parents across all its product categories.  Media coverage of the BabyBjörn brand in the U.S., despite the company having more than 20 products in its portfolio, had predominately been carrier-driven, led by sweeping coverage of celebrity baby-wearing fans. 

Idea: As a first step, Coyne PR set out to re-introduced to brand to key juvenile product industry influencers, opinion leaders and members of the media by literally taking the show on the road through a series of cross-country media one-one-ones.

Impact: Coyne PR arranged meetings with editors from the leading parenting and pregnancy books, including American Baby, Fit Pregnancy, Parents, Pregnancy & Newborn, Pregnancy Magazine and Ser Padres, as well as the authors of the must-have baby book, Baby Bargains.  The results were two-fold:  important connections were re-established and the full breadth of the BabyBjörn line was introduced, resulting in ongoing, multiple placements each month in the leading parenting books.

NUK

Issue: For more than 50 years, German-based NUK® has been globally recognized as a leader for innovative, medically–designed infant and baby-care products, including pacifiers, bottles and nipples. Coyne PR was selected as agency of record to help establish the brands “better for baby” position with consumers.
 
Idea:
Coyne PR conducted research to confirm the traditional and social media channels most favored by the brands core consumer, Moms, when it comes to finding out information about new products.  Coyne then created a strategic communications plan which featured numerous initiatives targeting those media channels, including a robust news bureau program and an aggressive celebrity seeding campaign. Coyne also created specific messaging that would be shared with the media regarding the NUK products and their benefit to infant and toddlers (as compared to their competitors).
 
Impact
: Coyne has secured multiple placements for NUK in a variety of targeted media – traditional and social – outlets, including American Baby, Babytalk, Parents, Parenting, Pregnancy & Newborn, Yahoo! and About.com to name a few, resulting in more than 160 million impressions.

Raising Awareness for a Global Brand in the U.S.

Issue: For more than 50 years, German-based NUK® has been globally recognized as a leader for innovative, medically–designed infant and baby-care products, including pacifiers, bottles and nipples. Coyne PR was selected as agency of record to help establish the brands “better for baby” position with consumers.
 
Idea:
Coyne PR conducted research to confirm the traditional and social media channels most favored by the brands core consumer, Moms, when it comes to finding out information about new products.  Coyne then created a strategic communications plan which featured numerous initiatives targeting those media channels, including a robust news bureau program and an aggressive celebrity seeding campaign. Coyne also created specific messaging that would be shared with the media regarding the NUK products and their benefit to infant and toddlers (as compared to their competitors).
 
Impact
: Coyne has secured multiple placements for NUK in a variety of targeted media – traditional and social – outlets, including American Baby, Babytalk, Parents, Parenting, Pregnancy & Newborn, Yahoo! and About.com to name a few, resulting in more than 160 million impressions.

Crayola

Issue: Crayola enlisted the help of Coyne PR to create a slam dunk event for the launch of the new Glow Explosion product. With March Madness just days away, Crayola teamed up with the world famous Harlem Globetrotters for the first-ever glow-in-the-dark basketball game.

Idea: The Globetrotters transformed into the “Crayola Glowtrotters” and put their skills to the ultimate test. The Magicians of Basketball brought the entertainment; and Crayola, the Magicians of Color, brought the game to light with glowing basketballs, nets, rims, backboards and uniforms. The all-star Glowtrotter roster was cheered on in the dark by a crowd of more than 300 students waving glowing signs they created with Crayola Glow Explosion.

Impact: The event itself was truly spectacular and the visuals were stunning, resulting in widespread national and local media coverage, giving March Madness a whole new meaning! Coyne PR secured crews on-site from the local Philadelphia ABC, FOX and NBC affiliates, as well as an Associated Press photographer. National broadcast placements included “Fox & Friends,” “CNN Headline News,” NBC’s “Early Today” and The Weather Channel. Additionally, four photos were posted on Yahoo! News in “Top Stories Photos” and FOXSports.com posted a video from the event.

Sweet Georgia Brown

Issue: Crayola enlisted the help of Coyne PR to create a slam dunk event for the launch of the new Glow Explosion product. With March Madness just days away, Crayola teamed up with the world famous Harlem Globetrotters for the first-ever glow-in-the-dark basketball game.

Idea: The Globetrotters transformed into the “Crayola Glowtrotters” and put their skills to the ultimate test. The Magicians of Basketball brought the entertainment; and Crayola, the Magicians of Color, brought the game to light with glowing basketballs, nets, rims, backboards and uniforms. The all-star Glowtrotter roster was cheered on in the dark by a crowd of more than 300 students waving glowing signs they created with Crayola Glow Explosion.

Impact: The event itself was truly spectacular and the visuals were stunning, resulting in widespread national and local media coverage, giving March Madness a whole new meaning! Coyne PR secured crews on-site from the local Philadelphia ABC, FOX and NBC affiliates, as well as an Associated Press photographer. National broadcast placements included “Fox & Friends,” “CNN Headline News,” NBC’s “Early Today” and The Weather Channel. Additionally, four photos were posted on Yahoo! News in “Top Stories Photos” and FOXSports.com posted a video from the event.

Babies

Issue: Babies“R”Us enlisted the help of Coyne PR to support the company’s announcement of its exclusive partnership with designer Amy Coe, the largest product introduction by a designer in the company’s history.   

Idea: Coyne PR developed a multi-faceted PR campaign targeting a variety of national and local print and broadcast media outlets.  In addition to executing multiple pre-launch initiatives, including advance story opportunities with key national daily newspapers and wires, the campaign was highlighted by a one-of-a-kind editor’s event. 

Impact: Coyne PR was able to secure stories in USA Today, Associated Press and Reuters along with a one-on-one interview for the company’s chairman and CEO on CNBC’s “Squawk Box.”  Additionally, the event was attended by many high-level media outlets, including Redbook, Baby Couture, American Baby, O at Home, Good Housekeeping, Family Circle, Working Mother, Parents and Parenting and New York Daily News.

A Fashionable Partnership with Amy Coe

Issue: Babies“R”Us enlisted the help of Coyne PR to support the company’s announcement of its exclusive partnership with designer Amy Coe, the largest product introduction by a designer in the company’s history.   

Idea: Coyne PR developed a multi-faceted PR campaign targeting a variety of national and local print and broadcast media outlets.  In addition to executing multiple pre-launch initiatives, including advance story opportunities with key national daily newspapers and wires, the campaign was highlighted by a one-of-a-kind editor’s event. 

Impact: Coyne PR was able to secure stories in USA Today, Associated Press and Reuters along with a one-on-one interview for the company’s chairman and CEO on CNBC’s “Squawk Box.”  Additionally, the event was attended by many high-level media outlets, including Redbook, Baby Couture, American Baby, O at Home, Good Housekeeping, Family Circle, Working Mother, Parents and Parenting and New York Daily News.

Graco

Issue: Graco Children’s Products charged Coyne PR with updating the company’s image and keeping the brand at the forefront of consumer awareness.

Idea: The team created the “Fashioning of the Future” event to launch the new limited edition Cynthia Rowley stroller, with high-profile influencers and key core media outlets. Celebrity guests in attendance included Stephanie March from “Law & Order” and supermodel Carol Alt, as well as key media, including Cosmopolitan and InStyle, and New York City influencers, including Lizzy Grubman.

Impact: As a result, Coyne PR garnered a variety of placements for the partnership, including the Chicago Tribune, Newsday, Pittsburgh Post-Gazette, American Baby and Celebrity Baby Blog, totaling more than 30 million media impressions.

A Stroll with the Media

Issue: Graco Children’s Products charged Coyne PR with updating the company’s image and keeping the brand at the forefront of consumer awareness.

Idea: The team created the “Fashioning of the Future” event to launch the new limited edition Cynthia Rowley stroller, with high-profile influencers and key core media outlets. Celebrity guests in attendance included Stephanie March from “Law & Order” and supermodel Carol Alt, as well as key media, including Cosmopolitan and InStyle, and New York City influencers, including Lizzy Grubman.

Impact: As a result, Coyne PR garnered a variety of placements for the partnership, including the Chicago Tribune, Newsday, Pittsburgh Post-Gazette, American Baby and Celebrity Baby Blog, totaling more than 30 million media impressions.

teutonia USA

Issue: teutonia, a high-end, customizable stroller line based in Germany and recently purchased by Newell-Rubbermaid, strolled towards Coyne PR to generate buzz in 17 U.S. test markets including New York, Los Angeles, Dallas, Chicago, Atlanta and Miami. 

Idea: With a small budget, Coyne PR nixed the costly idea of hiring a third-party spokesperson to travel the country, and instead suggested working with the owners of the local specialty baby shops that sell the stroller.  Coyne PR worked closely with each local store representative to identify baby product trends and build story and segment ideas.  The team then conducted aggressive media outreach in each local market, encouraging media to talk to their local baby product expert about the latest must have item for moms and dads.

Impact: Coyne PR was able to create a trend of great media coverage in each local market, with a total of 30 print and broadcast coverage for the brand’s test market launch in the U.S., representing nearly 3.5 million media impressions.

Strolling into the U.S.

Issue: teutonia, a high-end, customizable stroller line based in Germany and recently purchased by Newell-Rubbermaid, strolled towards Coyne PR to generate buzz in 17 U.S. test markets including New York, Los Angeles, Dallas, Chicago, Atlanta and Miami. 

Idea: With a small budget, Coyne PR nixed the costly idea of hiring a third-party spokesperson to travel the country, and instead suggested working with the owners of the local specialty baby shops that sell the stroller.  Coyne PR worked closely with each local store representative to identify baby product trends and build story and segment ideas.  The team then conducted aggressive media outreach in each local market, encouraging media to talk to their local baby product expert about the latest must have item for moms and dads.

Impact: Coyne PR was able to create a trend of great media coverage in each local market, with a total of 30 print and broadcast coverage for the brand’s test market launch in the U.S., representing nearly 3.5 million media impressions.

Hasbro

Issue: Coyne PR was faced with the challenge of launching Hasbro’s newest collection of games – Noodleboro. 
 
Idea: To help the media see, hear, and understand the concept of the games, Coyne PR brought the games to life with a thirty minute three-act play featuring the lighthearted adventures of the Noodleboro kids. Held at New World Stages, guests were treated to all the fanfare associated with the opening night of a Broadway show!  Paparazzi snapped pictures as media and VIPs entered and walked the red carpet and were then led inside where specially designed scenery recreated Main Street in Noodleboro. Areas were set up in the town to represent the three games in the collection, including a pizza palace which served a variety of pizza and a park, complete with Astroturf® grass and picnic tables full of food.  Once inside the theatre, guests watched the characters in the games come to life right before their eyes! The characters were played by actors who have appeared in high-profile shows including “Fiddler on the Roof,” “Cats” and “Curtains.”
 
Impact: The play received a standing ovation from both the client and the media. Final results for the entire campaign yielded over 20 million media impressions.    

Play About a Play

Issue: Coyne PR was faced with the challenge of launching Hasbro’s newest collection of games – Noodleboro. 
 
Idea: To help the media see, hear, and understand the concept of the games, Coyne PR brought the games to life with a thirty minute three-act play featuring the lighthearted adventures of the Noodleboro kids. Held at New World Stages, guests were treated to all the fanfare associated with the opening night of a Broadway show!  Paparazzi snapped pictures as media and VIPs entered and walked the red carpet and were then led inside where specially designed scenery recreated Main Street in Noodleboro. Areas were set up in the town to represent the three games in the collection, including a pizza palace which served a variety of pizza and a park, complete with Astroturf® grass and picnic tables full of food.  Once inside the theatre, guests watched the characters in the games come to life right before their eyes! The characters were played by actors who have appeared in high-profile shows including “Fiddler on the Roof,” “Cats” and “Curtains.”
 
Impact: The play received a standing ovation from both the client and the media. Final results for the entire campaign yielded over 20 million media impressions.    


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The Toy & Juvenile Leadership Team


client experience
  • BabyBjorn
  • Babycenter
  • Candy Land
  • Cranium
  • Crayola
  • Fantasma
  • Graco
  • Hasbro
  • NUK
  • Playmates
  • Playmobil
  • Teutonia
  • TRU
  • VTech