Child's Play Celebrates 20th Anniversary with New Services that Connect Marketers with Moms - Proprietary Online, 1:1 Outreach Programs Mark Agency Milestone; 'Mom Market' Totals $2.1 Trillion

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Child's Play Communications, the leading agency specializing exclusively in public relations and marketing communications for products targeted to moms, is celebrating its 20th anniversary in 2008 by launching an extensive array of timely new services to reach this important market. Moms today are responsible for $2.1 trillion in annual spending.

It's been an incredible two decades, both for Child's Play and for marketing to moms

Child's Play Communications, the leading agency specializing exclusively in public relations and marketing communications for products targeted to moms, is celebrating its 20th anniversary in 2008 by launching an extensive array of timely new services to reach this important market. Moms today are responsible for $2.1 trillion in annual spending.

Recognized for its successful outreach to top media for the past two decades, and more recently for its broader online and direct-to-mom capabilities, Child's Play is introducing initiatives that will impact the purchasing decisions of today's multi-tasking, all-demanding, time-crunched mom. Designed to reach contemporary moms where they live, the 2008 programs include:

  • Team Mom. Child's Play's very own network of mom bloggers, influencers who will share their opinions and product recommendations with a minimum of 500,000 other moms per month.
  • Blogger Brunch. A special invitation-only gathering for the most important online media reaching the mom market.
  • Mom Fests. Live events featuring product demonstrations and hands-on opportunities for targeted moms in major markets around the country.

The new features are in addition to current Child's Play services, including:

  • Web Mom Directory. An extensive online program currently reaching more than 10 million moms annually.
  • Insider Mom Network™. This unique relationship with mom networking groups across the country permits product sampling and feedback opportunities.
  • Child's Play Media Luncheon. A major event for media that cover products for kids and moms.
  • Child's Play Holiday Media Tour. Highly successful morning talk-show segments devoted exclusively to Child's Play clients and featuring a Child's Play spokesperson.

In addition, Child's Play will continue to offer its extensive media relations program that creates outstanding corporate positioning and product promotion opportunities among parenting, business and general print and broadcast media. This results in awareness and credibility - among mothers, retailers and the business community as a whole - that demonstrably leads to increased sales for the agency's clients.

Marketing to Moms
Child's Play founder and president, Stephanie Azzarone, a former journalist and public relations executive at top-10 agencies, launched Child's Play when she became pregnant with her son, Evan. While reading everything she could find about how to be a mom and what to buy for her child, she realized that moms were a very large and increasingly important niche market that no agency was specifically addressing. "We were the first," said Azzarone.

Today moms are responsible for 85% of all household spending, and companies recognized as leaders in their fields have chosen Child's Play specifically to reach this important and influential mom market. The agency's clients have included Hasbro, CVS/pharmacy, Music World Entertainment, Parents magazine, Elmer's, K'NEX, Sylvan Learning Center, Samsonite, Gund and Kidz Bop, among many other well known brands.

Child's Play has marketed a wide variety of goods and services to moms, including products for their children; products created specifically for moms and moms-to-be; and general consumer products for which moms make up a significant portion of the buying public. Categories represented include toys, books, TV shows, DVDs, music, baby care, Web sites, clothing, technology, education, foods and beverages, home furnishings, health and travel, to name a few.

"It's been an incredible two decades, both for Child's Play and for marketing to moms," said Azzarone. "Our target market has evolved from Baby Boomer moms to Gen X moms to the earliest round of Gen Y moms." The most dramatic change in 20 years? "When we started, there was no Internet. Now, 32 million moms are online and 67%* are there researching products. It's crucial for marketers to communicate in this space. Child's Play has adapted its services to the changing media and the changing mom alike."

As a result, "Today we enable our clients to communicate with moms in every possible way, to convey the messages that will motivate this audience to choose a specific product or service. We know what moms want and how to reach them. With 20 years of experience, we really are the experts when it comes to connecting clients with the mom market."

ABOUT CHILD'S PLAY COMMUNICATIONS
Child's Play Communications is the leading agency specializing exclusively in public relations and marketing communications for products targeted to moms. Clients have included leaders in their fields such as Hasbro, CVS/pharmacy, Music World Entertainment, Parents magazine, Elmer's, K'NEX, Sylvan Learning Center, Samsonite, Gund and Kidz Bop. Based in New York City, Child's Play is celebrating its 20th anniversary in 2008 by launching exciting new services to help clients target moms most effectively through traditional media, online and directly. When it's important to reach this influential market, Child's Play is the agency to call.

*NPD Research

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