Challenge

The toy market is not only highly competitive but also constantly evolving, with new products from a variety of brands seeking to capture the attention of children while appealing to the decision-makers—parents. For brands like Razor, known for its high-energy, action-packed appeal, and Bunch O Balloons , celebrated for its innovative fun, the challenge lay in creating a strategy that connected with two very different audiences. We needed to build a campaign that could engage children, fostering excitement and imagination, while also reassuring parents that these products provided value, quality, and safety.

At the same time, products like Flipeez and AirFort, which feature unique, interactive designs, required positioning that balanced the playful nature kids are drawn to with the practicality and convenience parents appreciate. Our goal was to create a comprehensive, multi-channel strategy that delivered kid-friendly, attention-grabbing content while also addressing the purchasing priorities of parents across various platforms. We needed to ensure this balance would drive brand awareness, engagement, and, ultimately, product sales in a crowded market.

Solution

Diray Media developed a multi-channel marketing approach that strategically combined linear TV, Connected TV (CTV), digital platforms, and targeted ads to maximize engagement with both children and their parents. Our strategy included:

Conclusion

Diray Media’s comprehensive approach to toy advertising for brands like Razor Crazy Cart Shuffle, RUKUS, Bunch O Balloons, Flipeez, and AirFort successfully combined the fun, eye-catching elements that resonate with kids and the targeted messaging that speaks to parents' buying intentions. By strategically placing ads across linear TV, digital, and social channels, we drove high engagement, increased brand awareness, and ultimately boosted sales across all our featured toy brands.