Nursery Today magazine

Lamaze reports phenomenal sales results

2016 was an outstanding year for Lamaze from TOMY, one of the market leaders in infant development toys. 


To support Lamaze’s vision to  'spark little triumphs and create moments of wonder' the brand re-launched with a new look and an integrated marketing campaign designed to reach consumers through a celebrity ambassadorship with Coleen Rooney, parenting media partnership, large scale digital and social media, and in-store activation. 

Highlights of the year included the launch of the first dedicated Lamaze UK Facebook page, which already boasts over 26,000 fans. Lamaze also embarked on a hugely successful partnership with one of the UK's top parenting websites, BabyCentre. The campaign featured sponsorships, mum testimonials, display advertising, and a series of product reviews from influential parenting vloggers. The brand has also enjoyed over £1,000,000 worth of media coverage from their hugely successful celebrity ambassadorship programme with Coleen Rooney. 

This 360 campaign resulted in excellent sales for 2016, driving the brand’s growth by an impressive 3%*. Six Lamaze characters including Freddie the Firefly and My Friend Emily sit firmly in the Top 20 of NPD’s* Infant Plush category. The Garden Bug Hand and Foot Finder set has also reported huge success having closed the year at number four* in the ‘Other Infant Toys’ category. 

Looking ahead TOMY will continue to support Lamaze with a year round strategic communications plan across multiple consumer touchpoints. The toy giant will also continue to secure its position as the number 1 infant plush brand by launching three new Clip & Go characters and expanding its popular gifting and activity toy segments with new releases including Repeat Petey, Stacking Starseeker and Cosimo Concerto.  

Emma Fryer, Head of UK Marketing at TOMY said: “After our focused efforts to return Lamaze to growth in 2016, we are excited for what 2017 has in store.” 


We’ll continue to put the full strength of our marketing teams behind the brand and support new launches to ensure we continue to lead in the infant toy market.”


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