Nursery Today magazine

Right toy, right time

Lamaze reinforces its position as a market leader

With a 20 year+ heritage in infant play, Lamaze toys from TOMY encourage bonding through play while sparking little triumphs at every stage of baby’s development.

The full Lamaze range holds the ‘Good Toy Guide’ stamp of approval from Fundamentally Children, all toys that feature the stamp have been independently tested on their fun factor, ease of use and skills development features.

Each product uses the Lamaze Infant Development System which is designed in conjunction with child development experts to guarantee ‘the right toy at the right time’. The Lamaze Infant Development System is organised into distinct phases because infants reach developmental milestones approximately every three months. However, all infants develop at their own unique pace.

TOMY recognises that the Infant Toy category is extremely valuable and expanding quickly due to a record high in birth rates. Lamaze will meet consumer demand by adding to its popular gifting and activity collection this year with exciting new development led products to keep shoppers excited and interested.

The collection will refine and update six of its best-selling Clip & Go characters with new fabrics, colours and developmental features, the line will be available exclusively at limited distributors. For the first-time ever Lamaze will also enter new territories as it unveils a collection of licensed characters.

Lamaze will build brand awareness through a 360-marketing campaign combining TV sponsorship, digital, social media, PR and retail activation. It will launch its first TV sponsorship that’s expected to deliver 500+ TVR’s and drive brand awareness to younger mums.

This will be amplified by digital marketing and partnership programmes with leading UK parenting website BabyCentre as well as product reviews from influential parenting bloggers and vloggers. Lamaze will continue to expand its successful Facebook page which has over 35k fans with retail offers as well as a new ambassador programme.

Looking to retailers Lamaze will improve its distribution with new shelf space that will be transformed with impactful Lamaze branding that informs shoppers, parents and gift givers on Lamaze’s infant development.

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