Nursery Today magazine

TOMY Reveal New Brand Plan For LAMAZE


To further Lamaze's presence as first choice for expectant mums and new parents, TOMY will launch a new identity for Lamaze next month.


TOMY have launched an integrated 360 degree marketing plan designed to reach consumers through a celebrity ambassadorship with Coleen Rooney, parenting media partnership, large scale digital and social media, and in-store activation.  TOMY have also carried out extensive research to capitalise on the success of its existing range by expanding hero characters such as Freddie the Firefly™ with a new collection including rattle, 3-in-1 gym and high chair toy which adds to the brand's appeal.  

The Lamaze Facebook page was launched in the run up to the new brand reveal. The Facebook page is a space where mums, dads, grandparents and expecting families can “spend time” to share experiences. Followers are able to enjoy regular giveaways and incentives that provide exclusive insight into the brand.  This will be supported with a strategic calendar of events that highlight hero products including the Freddie The Firefly Collection and the Clip ‘n’ Go range.  Lamaze have also announced its search to find three Toy Testers each month who will be invited to test their favourite products. The activity has already seen a huge draw of fans and over 500 entries for its June Toy Testers.

In June, TOMY launched a partnership with one of the UK's top parenting websites, BabyCentre.  The campaign will run through the end of the year and feature sponsorships, mum testimonials, display advertising, and a series of product reviews from influential parenting vloggers. TOMY also launched a programmatic online display campaign set to deliver eight million impressions targeting gift-givers seeking ideas on what to buy for expectant mothers. Lamaze will also feature in Bounty packs that are given to mothers at 98% of UK hospitals. The partnership brokered and managed by Chorus, the specialist partnerships division at Maxus UK aims to deepen expectant mums’ awareness of Lamaze as they research and prepare for baby’s arrival.

Lamaze will also continue its ambassadorship with busy mum Coleen Rooney who shares Lamaze’s vision to spark little triumphs and create moments of wonder. Coleen Rooney's ambassadorship includes social media partnership and product placement as well as a national promotion offering mums to be the chance to win a Baby Shower with Lamaze.

Emma Fryer, Head of UK Marketing, said: "Preparing for baby’s arrival can be incredibly daunting – but it should also be fun! We wanted to create a campaign that supports parents making important decisions at key milestones of their baby’s life.  We have carried out extensive research to look into the behaviour of parents and wanted to provide insights through trusted environments. Platforms such as Facebook and BabyCentre allow us to support new parents as well as communicate our new brand story around sparking little triumphs for babies and parents."  


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