Genius of Play’s ‘Play for Good’ Campaign Engages Thousands of Families

June 10, 2022 | The Genius of Play recently held a successful “Play for Good” social media campaign, reaching over 115,000 families on Facebook and Instagram. Featuring products from 24 Toy Association members, the campaign focused on toys that are sustainably produced, environmentally friendly, and focus on social justice issues.

The campaign highlighted the “play for good” qualities of each of the 38 playthings featured. Consumers had the opportunity to enter the giveaway by commenting on a post, which helped drive organic engagement and garnered 2,503 entries. Participating companies included Melissa & Doug, World of EPI, LeapFrog, Brown Toy Box, Toysmith, Educational Insights and others.

“This was an excellent campaign to help families see connections between the fun and creative world of toys and important topics like sustainability and diversity, equity, and inclusion (DEI),” said Anna Yudina, senior director of marketing initiatives at The Toy Association. “We know that these topics resonate with today’s families. ‘Play for Good’ highlighted how toys can help kids learn about environmental and social responsibility through play, while providing parents and caregivers with innovative product ideas and shining spotlight on our members.”