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TOMY UK relaunches Lamaze brand with multichannel campaign

10 June, 2016


LONDON — TOMY UK has today announced the relaunch of its Lamaze brand with a year-long multichannel campaign. The activity is aimed at driving awareness of the UK’s number one infant plush brand, and will see Lamaze form a content partnership with BabyCentre. Lamaze will also feature in Bounty packs for the first time, which are given to 98% of new mothers who have their babies in hospital.

The content partnership with BabyCentre, the number one pregnancy and parenting digital destination, will feature a series of sponsored content articles from the site’s contributors, as well as a video product review and other sponsored vlog themes from influential vloggers. The partnership with BabyCentre aims to deepen engagement with the Lamaze brand through recommendations and testimonials from mums.

The activity also includes a programmatic online display campaign, which will target gift-givers seeking online inspiration on what to take to a baby shower. The push will be supported by social activity via Lamaze/BabyCentre’s Facebook page targeting new mums seeking parenting advice.

TOMY UK has relaunched Lamaze to reflect the latest trend in parental behaviour, where new parents purchase toys that foster bonding as well as independent child discovery.

The media planning and buying has been handled by Maxus UK, while the partnership between Lamaze and BabyCentre has been brokered and managed by Chorus, the specialist partnerships division at Maxus.

Emma Fryer, head of marketing UK at TOMY said: “We wanted to create a campaign that was both insightful and practical for new parents. Having a baby can be incredibly daunting, and we know from our research that the biggest thing new parents rely on it advice. This multichannel campaign provides us with a platform to provide insights through trusted environments where the audience is actively seeking support.”

Vince Amato, account manager at Maxus UK, added: “Lamaze is one of the most well-known and trusted toy brands in the UK. We selected this multichannel approach to help place Lamaze at the forefront of consumer’s minds when they are looking to purchase toys for a newborn baby. And by reaching out to key influencers and delivering useful content in partnership with BabyCentre, this campaign will help parents discover the resources that they need to support their newborn’s development.”

Julie Michaelson, Vice President of Global Sales at BabyCentre, adds: “BabyCentre is very much part of a woman’s journey; from when she starts thinking about having a baby, throughout her pregnancy and into the early years of motherhood. This means that we understand what mums go through every single day throughout this time, and that we can help brands effectively reach this crucial audience. Just like TOMY, we have worked to build trust with parents and are really excited that the brand has chosen to partner with BabyCentre to help maintain that relationship."

About Maxus UK
Maxus UK was founded in 2008 with just 30 employees, and today has over 250 staff. It is now a top ten UK agency, billing upwards of £400 million.

Maxus UK clients include L’Oréal, BT, Barclays, Fiat Group, Associated British Foods, npower and Avis Budget. It was named Agency of the Year at the 2014 Media Week Awards and was listed in the Sunday Times Best Company to Work for ranking the first time in 2016.

Maxus UK has pledged its commitment to the IPA’s Make The Leap campaign, supporting four diversity and equality goals, including aiming for 40% representation of women in senior management roles by 2020.

Maxus UK is part of the Maxus Global network, which employs over 3,000 people across 55 countries in 70 agencies worldwide and works for some of the world’s most well-known advertisers. For more information, visit and @maxuslondon

Maxus is part of GroupM, the world’s largest media investment management group, responsible for nearly one-third of all media investment worldwide and serving as parent company for all of WPP’s media agencies.

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