When LeapFrog challenged Kaplow to think outside the box for Toy Fair 2009, Kaplow rose to the challenge by creating The LeapFrog Gallery – a three-day, pre-Toy Fair media event held at the Kaplow offices. The chaos-free venue and central location allowed LeapFrog to stand out from the clutter and Kaplow to showcase the best new products for 2009. The branded gallery drew praise from over 60 media attendees who stopped by, and garnered top media placements for LeapFrog in The New York Times, Today Show, Reuters and The Early Show.
Cat Schwartz, eBay’s Gadget and Toy Director, recently appeared in a “Super Mom Gadgets” segment on the nationally syndicated morning show, The Daily Buzz. The segment, hosted by Kia Malone, highlighted hi-tech gadgets for on-the-go moms as well as the abundance of consumer electronics available on eBay.
When LeapFrog was ready to launch Didj - a new educational gaming platform designed for grade-schoolers, they relied on Kaplow’s expertise to strategically introduce the gaming system to the consumer and business press.
Didj, which was initially unveiled to media at the 2008 Toy Fair, is the largest gaming launch for LeapFrog. In conjunction with the launch of Didj, LeapFrog also launched its proprietary online tool, Learning Path – an interface that allows parents to track their child’s learning progress – as well as Leapster 2 for younger gamers.
Kaplow tapped into our strong media relationships to secure a prominent and positive product review in the Circuits section of The New York Times. The review praised Didj saying, “Like vitamins mixed into a cupcake, the LeapFrog Didj is a mix of things that are sweet and things that are good for you.” Didj was also reviewed as a feature story in GameInformer.com, by The Boston Globe and the Atlanta Journal-Constitution.
Spin Master, a children’s entertainment company, never worked with an outside PR firm before tapping Kaplow to assist in the promotion of its new toy, Bugville Live Butterfly Treehouse. The product became available in stores in January, but Spin Master had not done much PR beyond sampling and outreach to trade magazines.
Kaplow created a launch event promoting the product, which provides children with the opportunity to raise Painted Lady butterflies in a small habitat, and framed it to run live on the CBS Early Show, featuring a life-sized butterfly habitat.
Strategy
Kaplow sought to design an event that would garner national media coverage and provide children ages 4 to 12 a positive interaction with insects and the natural world, says Shannon Eis, VP at Kaplow.
This event was a way for Spin Master to capture more mass media coverage, adds Donna MacNeil, senior director of communications for Spin Master.
“We wanted to create a brand story and share with our partners and retailers,” MacNeil says.
