Digital Marketing Solutions For Toys & Games

Make playtime profitable with imaginative marketing that captures kids’ excitement and parents’ trust.

The UK toys and games market is both huge and fast-evolving, with revenue climbing from approximately £3.5 billion in 2019 to over £4 billion in 2023 11 . From holiday season shopping sprees 5 to year-round birthday gifts, consumers are constantly on the lookout for the next must-have toy or game. Critically, the way they discover and decide on these products has shifted online: today’s parents often research top toys on Google or read blog reviews, and kids’ wish-lists are influenced by YouTube unboxings and TikTok trends. For toy and game brands or retailers, digital marketing isn’t child’s play – it’s a sophisticated effort to appeal to two audiences simultaneously (the children who will love the product, and the adults who will pay for it) while navigating strict advertising standards around marketing to young audiences. RiseUp helps toy companies strike this balance. We design SEOfriendly, parent-approved, and kid-engaging campaigns that drive brand awareness, e-commerce traffic, and ultimately sales. From highlighting educational benefits to showcasing fun factor, our strategies ensure your products shine online and that your marketing spend translates into highvolume, high-value conversions.

Core Digital Strategies for Toys & Games:

• Seasonal Campaign Bursts: The toy industry’s Super Bowl is the Christmas period – but there are opportunities all year (school holidays, Easter, summer outdoor toys, etc.). We plan seasonal paid campaigns to maximise your visibility when it counts most. For instance, in Q4 we’ll run Google Ads targeting keywords like “top Christmas toys 2025” or “toy sale Black Friday”, ensuring your offers appear for frantic last-minute shoppers. We complement this with paid social ads showcasing your hero products in action (think a short video of kids joyfully playing with a featured toy) to generate excitement on Facebook and Instagram. By analysing historical data and trends, we allocate budget to the highest-performing weeks/days and use ad scheduling to ramp up promotions during peak giftshopping hours. The aim is simple: when demand surges, your brand leads the pack – capturing those eager buyers before your competitors do.
• Influencer & YouTube Marketing: Kids today are heavily influenced by digital content creators – from the famous unboxing channels to teen gamers streaming on Twitch. We tap into this by partnering with relevant influencers that align with your brand (for example, a family-friendly YouTuber to review a new board game, or a popular child gamer to demonstrate your latest tech toy). These collaborations yield authentic content that resonates with your target age group and earns parent credibility at the same time. We manage the process end-to-end: selecting the right influencers, briefing them to ensure key messages (like safety features or educational value) are mentioned, and amplifying the content they produce through your own channels. A single viral video of a toy can translate into a spike in searches and sales – we strive to create those moments. Additionally, we leverage TikTok for challenges or trends (if appropriate for the age group) – for instance, a fun dance or use of a toy that kids can recreate (with parents’ permission). By riding the wave of user-generated content, your toys become talked-about, which is marketing gold in this industry.
• SEO & Parent-Centric Content: While kids may beg for the toy, parents do the purchasing – and they often consult Google or parenting blogs first. We build an SEO and content marketing strategy targeting the terms parents use. That includes optimising your product pages and blog for queries like “best toys for 3-year-olds UK”, “STEM learning toys”, or “are fidget toys safe for kids”. We’ll publish gift guides (e.g. “Top 10 Birthday Gifts for Under-5s”), how-to articles (like “How to Encourage Creative Play without Screens” featuring your arts & crafts range), and informational posts (such as “Understanding Toy Safety Labels”). Each piece is crafted to rank well on search engines and to provide genuine value, addressing parental concerns or needs. Over time, as your library of content grows, so does your organic traffic – meaning more shoppers finding you without paid ads, and coming in with trust because you’ve already helped answer their question.
• Visual Creative & UGC Campaigns: Few industries lend themselves to joyful visuals like toys and games. We harness that by producing vibrant, fun creative assets – photos, short videos, even GIFs – that show your products in action. Smiling children, imaginative play scenes, close-ups of game components – these visuals are used across your website, ads, and social media to immediately convey the fun and engagement your toy offers. We also encourage and leverage user-generated content: for example, running a contest where parents share a video of their child’s reaction to unwrapping your 6 toy, or a photo of the most creative build they made with your construction set. Such UGC not only provides you with a library of real-life testimonials (which we can feature in social ads or on product pages), it creates a community feeling around your brand. New customers see those happy faces and genuine experiences, and it significantly boosts their confidence in choosing your product for their own child.
• E-commerce Optimisation & CRO: Selling toys online means catering to shoppers who may be stressed (holidays!), rushed, or not super tech-savvy (some grandparents maybe). We optimise your ecommerce site to make purchasing as easy as child’s play. This includes clear categorisation (by age, interest, brand), robust filtering (so a user can narrow down to “educational toys for 5-7 year olds under £20”), and strong on-site search that autocorrects and suggests (to catch those spelling errors in toy names). We’ll ensure product pages have multiple images (including lifestyle shots with kids), maybe short demo videos, and prominent trust signals like safety certifications or awards (“Toy of the Year finalist” badges, etc.). We simplify the checkout process (e.g., enable express checkout options like Apple Pay/PayPal, don’t force account creation) to reduce abandoned carts. Finally, we set up cart recovery emails for those who do drop off (“Still deciding? Jack the Dinosaur is waiting for you – complete your purchase for delivery by Friday!”). With continuous A/B testing – perhaps of different page layouts or call-to-action buttons – we keep improving the conversion rate so more visitors become delighted customers
• Email & Loyalty Campaigns: We help you turn one-time toy buyers into repeat customers. Using email marketing, we’ll segment your audience and send tailored content: for example, recent customers get a “Thank You” email with a small discount for their next purchase (encouraging them to come back for the next birthday or occasion). We set up a loyalty program (if you don’t have one) or promote it if you do – points for purchases, exclusive early access to new releases, etc., which we advertise in emails and on site to incentivise account sign-ups. Periodic newsletters can highlight “What’s New” (so parents know the latest hot items), “Back in Stock” alerts for popular items, and timely ideas (like outdoor toys at the start of summer). And let’s not forget the power of birthdays: we can automate a special message (perhaps with a discount code or gift) to customers who’ve told us their child’s birthdate – this personal touch can drive a loyal relationship and additional sales each year.