Objective:
AI-powered platforms are already reshaping how parents, gift-givers, and retailers discover and evaluate toys. Increasingly, consumers are turning to generative engines to ask direct questions like: “What are the best STEM toys for a 7-year-old?”, “What are some top holiday gifts under $50?”, or “What toys are worth the hype this year?” — and relying on AI-generated answers to guide their decisions.
If your brand is not consistently surfaced in those answers, you are invisible at one of the most critical moments of influence.
Holiday 2026 will not be won in Q4. It will be determined by the authority, credibility, and discoverability signals brands build now. Generative Engine Optimization (GEO) is no longer experimental; it is a strategic imperative for toy companies that want to shape consideration before purchase intent peaks.
This session will equip senior leaders with a clear understanding of how large language models surface brands, how toy discovery behavior is evolving, and what actions must be taken immediately to influence visibility, credibility, and conversion in the next holiday cycle and beyond.
Who Should Attend:
All toy industry professionals are welcome; this session is specifically recommended for CEOs, CMOs, senior marketing leaders, communications executives, brand leaders, and digital strategy teams responsible for visibility, reputation, and growth across owned, earned, and retail channels.
What You Will Learn:
What GEO is and Why it Matters
- How Generative Engine Optimization differs from traditional SEO
- Why appearing in AI-generated answers is increasingly critical for toy discovery
- The key signals AI models prioritize, including consistency, authority, recency, and validation
- Why earned media, third-party, and trusted sources carry outsized influence
What Toy Brands Can Do Now: A GEO Communications Playbook
- Writing and structuring AI-readable, answer-ready content
- Optimizing Wikipedia and foundational brand references
- Prioritizing awards, rankings, and earned media as third-party credibility signals
How to Assess AI Visibility and Build a Smarter, Future-Proofed Strategy
- Grounding your assessment in real consumer search and toy discovery patterns
- Balancing LLM behavior with your unique business priorities for stronger insights
- Identifying the metrics that matter most to pinpoint visibility gaps
- Tailoring your optimization approach to maximize impact
Participants will leave with a clearer understanding of how GEO fits into modern marketing and communications strategies, along with strategic considerations toy companies can begin acting on immediately.
Moderator:
Anne McConnell, senior director, market research & educational initiatives, The Toy Association
Presenters:
Sierra L’Altrelli, analytics and insights expert, Coyne PR
Sierra specializes in analytics, audience behavior, and GEO-focused communications strategy, helping brands understand how data, language, and emerging technologies shape discovery, credibility, and decision-making.
Sue Murphy, senior vice president, toy practice, Coyne PR
Sue brings deep experience in toy industry communications, media relations, and brand storytelling, helping toy companies translate complex trends into compelling narratives that resonate with consumers, retailers, and industry stakeholders.
Tom Coyne, CEO, Coyne PR
Tom Coyne is a recognized thought leader and champion of AI-driven marketing, communications, and GEO strategy. As CEO of Coyne PR, he helps brands navigate the rapidly evolving discovery landscape and prepare for the future of AI-powered visibility.
About Coyne PR:
Coyne PR is a top independent public relations and communications agency known for bold, integrated storytelling that helps brands stand out and grow across earned, digital, social, and emerging channels. Our Toy practice brings deep category expertise and full-service capabilities to help clients drive awareness, engagement and cultural relevance among parents, families, and other key audiences. Further complementing this work is our Analytics & Intelligence practice, which offers Generative Engine Optimization (GEO) services that help brands shape how they are discovered, understood, and trusted in today’s AI-driven, answer-first environments.