Genius of Play May Influencer Campaign Garners 6.1 Million Social Impressions

June 15, 2021 | The Genius of Play recently held a successful “Benefits of Play” influencer campaign, garnering 6.1 million total social impressions and 31,000+ engagements on Instagram. The campaign focused on the 6 key benefits of play and featured products from 11 Toy Association members.

Six social media influencers, each representing a specific play benefit, created a series of Instagram posts and stories during the month of May. Inspired by The Genius of Play’s research and family resources, the content shared fun and insightful facts about the benefits of play alongside creative play ideas with the influencers’ combined followings of 600,000.

To increase consumer participation and reinforce the important connection between the benefits of play and toys, influencers hosted a loop giveaway at the end of the month featuring a $700+ prize pack of products provided by 11 Toy Association members. Participating companies included PLAYMOBIL, Epoch Everlasting Play, Folkmanis, Banana Panda, Abacus Brands, and more.

“Our Benefits of Play influencer campaign exceeded its goals, reaching consumers with original and highly engaging content about the positive impact of play on children’s lives and positioning toys as the essential tools of play,” said Anna Yudina, senior director of marketing initiatives at The Toy Association, which spearheads The Genius of Play initiative. “We are thrilled with the awareness it raised about the crucial benefits of play and the creative, innovative toys offered by Toy Association members that support the healthy development of all children.”