Childs Play Communications

GET READY KIDS: GAK IS BACK! FLOAM COMES HOME!

childsplaypr — Tue, 03 Apr 2012 13:59:29 +0000

Contact: Child’s Play Communications

Catherine Colford/Laurie Graff

cc@childsplaypr.com/lg@childsplaypr.com

212.488.2060 x17/917.572.4273

Get Ready Kids: Gak™ is Back! Floam® Comes Home!

NSI International and Nickelodeon Introduce Reformulated Floam and Gak to a New

Generation of Kids

Innovative Reusable Compounds Encourage Endless Playtime Entertainment,

Right at Your Fingertips!

New York, NY, April 3, 2012 – NSI International and Nickelodeon today announced the launch of all-new Floam andGakproducts. For kids growing up in the 1990’s, Nickelodeon’s Floam and Gak were two of the most popular playtime staples, beloved for their uncanny ability to entertain kids for hours on end. Available in stores now, Nickelodeon’s Floam and Gak are back…and they’re better than ever!

Completely reformulated to make playtime and cleanup a cinch for a new generation of families, Nickelodeon Floam and Gak are two unique reusable compounds, each designed to encourage creative expression and open-ended play. Perfect for both girls and boys ages 6+, new Nickelodeon Floam is a texturized molding compound; new Nickelodeon Gak is stretchy and squishy collectible goo.

“Nickelodeon’s Floam and Gak were a phenomenon with kids in the 1990’s and we are thrilled to reintroduce these toys to a whole new generation of kids,” said Manuel Torres, Senior Vice President, Global Toys and Consumer Electronics, Nickelodeon. “Kids of all ages enjoy tactile, creative play and Floam and Gak provide imaginative and unique play experiences.”

Today’s Floam and Gak formulas have been completely revamped with new ingredients and new manufacturing technologies to make playtime more enjoyable and less messy than ever before. The results: hours of stress-free playtime that lets kids’ imaginations run wild.

“Our new formulas have been redesigned to better meet the needs of both parents and kids, so the Floam and Gak experience can be enjoyed by the entire family,” said Frank Landi, President, NSI International.

Both Floam and Gak are available in an assortment of eye-catching colors, are non-toxic and non-staining. Just one squeeze of these playtime compounds and kids will definitely be hooked!

-more-

Floam

Kids can mold, fold and roll new Floam into any creation! The possibilities are endless – Floam can be used to create free-form sculptures or molded onto common household items such as flowerpots or picture frames to transform them into colorful Floam masterpieces.

Available in Rockin’ Red, Blazin’ Blue, Electric Yellow, Glimmer Green, Posh Pink and Purple Power, Nickelodeon Floam can be squeezed, squashed and molded for hours of sculpting play. The innovative formula will keep kids engaged and allow them to create sculptures and finished projects they can be proud of.

When playtime is over, Floam can be squished back into its airtight container for reuse or kids can let their creations harden overnight so they can be kept forever as a work of art.

To play with Floam for the first time, simply remove the compound from its package and knead, stretch and fold it until it’s soft, flexible and mixed well (for a few minutes). Floam will not stain; however, prepping a brand new package of Floam on a clean, dry surface and away from carpeting, fabrics and hair is recommended.

Suggested retail price: $5.99 each.

Gak

Once kids pick up Gak, they won’t want to put it down! This squishy, rubbery compound can be stretched, squeezed, twisted, and more – Gak provides hours of silly amusement for kids, thanks to its unusual texture and elasticity, as well as its unique ability to be blown into giant Gak bubbles and make wacky Gak sounds.

Gak comes in an iconic splat-shaped, airtight container and is available in Rebel Red, You Blue It, Yakkity Yellow, Goo Green, Tickled Pink and Purple Panic. Once playtime is over, put Gak back into its container to keep it fresh.

Suggested retail price: $5.99 each.

Nickelodeon Floam and Gak are phthalate-, latex- and BPA-free. All products are available nationwide at Target, Toys ‘R Us, www.toysrus.com, A.C. Moore, Bed Bath and Beyond and Walgreens. For more information on Floam and Gak, please visit www.floam.com and www.gak-is-back.com.

About Nickelodeon

Nickelodeon, now in its 32nd year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the United States and around the world, plus consumer products, online, recreation, books and feature films. Nickelodeon’s U.S. television network is seen in more than 100 million households and has been the number-one-rated basic cable network for 17 consecutive years. For more information or artwork, visit http://www.nickpress.com. Nickelodeon and all related titles, characters and logos are trademarks of Viacom Inc. (NASDAQ: VIA, VIAB).

About NSI International

NSI International is a global marketer and manufacturer of innovative toys and children’s products under such established brands as Nickelodeon, Smithsonian, and Oglo. They are headquartered in New York City. www.nsi-int.com.

© Floam is a registered trademark. Used under License.

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Child’s Play Communications Appointed by Entertainment One to Manage U.S. PR Strategy

childsplaypr — Tue, 28 Feb 2012 15:26:55 +0000

Contact:

Julie Livingston

Child’s Play Communications

(212)488-2060 x 12

jl@childsplaypr.com

CHILD’S PLAY COMMUNICATIONS APPOINTED BY

ENTERTAINMENT ONE TO MANAGE U.S. PR STRATEGY

NEW YORK, NY, February X, 2012 – Child’s Play Communications, the award-winning public relations agency specializing in connecting companies with moms, is delighted to announce the addition of Entertainment One (eOne) to its client roster. Entertainment One is a leading production, international sales, licensing and merchandising business headquartered in Toronto, with offices around the globe. Child’s Play will be responsible for publicizing Entertainment One’s Peppa Pig pre-school franchise in the U.S., where it was recently introduced.

“We are delighted to support Entertainment One and the charming Peppa Pig property with a U.S. PR strategy,” noted Stephanie Azzarone, president, Child’s Play Communications. “We know American families will fall in love with these animated TV characters and with the upcoming line of children’s products based on them.” The agency has a long history working with children’s entertainment clients and licensed products.

Peppa Pig is a huge hit in the U.K. where it has appeared on TV for the past eight years and received the prestigious BAFTA (British Academy Film Awards) Award for Pre-School Animation. It was also the No. 1 pre-school toy license for two full years in a row –2010 and 2011*. Created by British animation studio Astley Baker Davies, Peppa Pig currently airs on Nick Jr. in the U.S and eOne has signed major toy partner Fisher Price to produce a line of Peppa Pig toys. The show revolves around Peppa, a loveable, exuberant little piggy, who lives with her little brother George, Mommy Pig and Daddy Pig. Peppa’s favorite things include playing games, dressing up, days out and jumping in muddy puddles. Her adventures always end happily with loud snorts of laughter.

Child’s Play Communications will be responsible for traditional public relations as well as social media outreach through the agency’s Team Mom™ and Web Mom blogger programs. The campaign will generate awareness of the TV series, the new U.S. Web site and Facebook page, as well as support the Fall 2012 launch of DVDs, books and toys, and promote a grassroots promotional program in movie theaters across the country.

“When it comes to engaging moms about quality children’s entertainment, Child’s Play Communications is the source,” said Andrew Carley, Entertainment One’s Head of Global Licensing. “The agency will be the critical link in driving awareness of our Peppa Pig pre-school franchise in the U.S.”

Located in New York City, Child’s Play Communications specializes in public relations, social media and word-of-mouth communications for products and services targeted to moms. License to PR will continue to represent eOne across EMEA regions.

*Source: NPD data full year 2010 and 2011

Child’s Play Communications

About Entertainment One:

Entertainment One Ltd. (LSE:ETO) is a leading international entertainment company that specialises in the acquisition, production and distribution of film and television content. The company’s comprehensive network extends around the globe including Canada, the U.S., the UK, Ireland, Benelux, France, Germany, Scandinavia, Australia, New Zealand and South Africa. Through established Entertainment and Distribution divisions, the company provides extensive expertise in film distribution, television and music production, family programming and merchandising and licensing. Its current rights library is exploited across all media formats and includes more than 20,000 film and television titles, 2,500 hours of television programming and 45,000 music tracks.

Further information is available at www.entertainmentonegroup.com

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CHILD’S PLAY COMMUNICATIONS ANNOUNCES ADDITION OF

childsplaypr — Mon, 06 Feb 2012 02:24:21 +0000

Contact:

Julie Livingston

Child’s Play Communications

(212)488-2060 x 12

jl@childsplaypr.com

CHILD’S PLAY COMMUNICATIONS ANNOUNCES ADDITION OF

GUND™TO ITS CLIENT ROSTER

NEW YORK, NY, February 6, 2012 – Child’s Play Communications, the award-winning public relations agency specializing in reaching moms, is delighted to announce the addition of GUND, a leading manufacturer of plush toys, to the company’s client roster.

“We are so pleased to be working with GUND, one of our favorite toy companies,” commented Stephanie Azzarone, president, Child’s Play Communications. This is not the agency’s first time with the well-known maker of teddy bears and other soft toys. “We had the wonderful opportunity to represent GUND for its Centennial Anniversary some years ago and are delighted to once again be creating visibility for the company.”

Child’s Play Communications will be responsible for creating press turnout for GUND at Toy Fair and implementing a year-long mom-blogger outreach program for the company’s babyGUND line.

“We selected Child’s Play Communications because of our positive earlier experience with the firm and because of its depth of experience promoting toys and marketing to moms,” said Bruce Raiffe, president of GUND. “The relationships Child’s Play has with moms in social media will be invaluable in communicating the quality long associated with our brand and introducing new moms to our heritage through babyGUND.”

Located in New York City, Child’s Play Communications specializes in public relations, social media and word-of-mouth communications for products and services targeted to moms.

Child’s Play Communications

About GUND®:

GUND, a division of Enesco, LLC, is known worldwide for its top quality, soft and huggable plush designs and gift products. Award-winning GUND products appeal to all ages, from infants up, and are perfect for both play and collecting. The 113-year old company is based in Edison, New Jersey, and distributes throughout the United States and Canada as well as in Europe, Japan, Australia and South America. GUND products may be found in gift, specialty, toy, book, museum and department stores and many other retail outlets. To find your nearest retailer, visit www.gund.com.

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CHILD’S PLAY COMMUNICATIONS ANNOUNCES ADDITION OF

childsplaypr — Sun, 05 Feb 2012 20:49:09 +0000

Contact:

Julie Livingston

Child’s Play Communications

(212)488-2060 x 12

jl@childsplaypr.com

CHILD’S PLAY COMMUNICATIONS ANNOUNCES ADDITION OF

GUND™TO ITS CLIENT ROSTER

Child’s Play Communications will be responsible for creating press turnout for GUND at Toy Fair and implementing a year-long mom-blogger outreach program for the company’s babyGUND line.

Located in New York City, Child’s Play Communications specializes in public relations, social media and word-of-mouth communications for products and services targeted to moms.

Child’s Play Communications

About GUND®:

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CHILD’S PLAY COMMUNICATIONS ANNOUNCES ADDITION OF

childsplaypr — Mon, 23 Jan 2012 18:57:49 +0000

Contact:

Julie Livingston

Child’s Play Communications

(212)488-2060 x 12

jl@childsplaypr.com

CHILD’S PLAY COMMUNICATIONS ANNOUNCES ADDITION OF

RRKIDZ AND READING RAINBOW TO ITS CLIENT ROSTER

NEW YORK, NY, January 23, 2011 – Child’s Play Communications, the award-winning public relations agency specializing in reaching moms, is thrilled to announce the addition of LeVar Burton’s RRKidz to the agency’s client roster. Child’s Play will launch RRKidz, re-launch the company’s much loved Reading Rainbow brand, promote the Reading Rainbow classic library of episodes (DVD and streaming) and announce the Reading Rainbow Kidz App, the first of RRKidz’ many innovative products and services to debut starting in 2012.

Originally a TV series designed to inspire a love of reading among young children, the Peabody Award-winning Reading Rainbow ran for 26 years on PBS (1983-2009) and was co-produced and hosted by actor LeVar Burton. RRKidz, a trans-media entity bringing enrichment products to the children’s digital space, is run by Burton, Co-Founder, entertainment veteran Mark Wolfe and CEO Asra Rasheed. RRKidz will bring Reading Rainbow to today’s digitally connected children beginning with a reading and book discovery app initially launching for iPad in early 2012. Child’s Play Communications will generate awareness for the return of Reading Rainbow and the Reading Rainbow Kidz app through an extensive traditional and social media campaign, kicked off with a major New York City event.

RRKidz’ goal is to become not only the leader in digital publishing for children, but also a major, multi-platform, kids’ educational and enrichment brand – one that delights children while maintaining parents’ devotion and trust. The company is located in Los Angeles, CA.

“As major Reading Rainbow fans, we can’t wait to help introduce Reading Rainbow to a new generation of children, and re-introduce it to their parents, who grew up watching the show,” said Stephanie Azzarone, president, Child’s Play Communications. “Today’s moms and dads will now have the opportunity to share those special memories and that feel-good Reading Rainbow experience with their own youngsters.”

“Child’s Play Communications, with its powerhouse experience in reaching moms and their children, is the ideal partner to help us re-launch Reading Rainbow and develop the RRKIDZ brand,”said Wolfe. “We’re looking forward to a very productive relationship with this innovative and exciting company.”

Located in New York City, Child’s Play Communications specializes in public relations, social media and word-of-mouth communications for products and services targeted to moms.

Child’s Play Communications

RRKidz

RRKidz (www.RRKidz.com) provides an enriching interactive platform for children to discover and explore exceptional digital media content that is both educational and entertaining. Headquartered in Los Angeles with an office in San Francisco, RRKidz holds global rights to the trusted Reading Rainbow brand through a partnership with series creator, WNED-TV, a premier PBS station, based in Buffalo, NY. The Reading Rainbow Kidz subscription app, designed to instill a lifelong love of reading, will be available via the iPad and select Android operating system devices.

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CHILD’S PLAY COMMUNICATIONS EXPANDS SOCIAL MEDIA DIVISION,

childsplaypr — Tue, 08 Nov 2011 14:37:39 +0000

CHILD’S PLAY COMMUNICATIONS EXPANDS SOCIAL MEDIA DIVISION,

ANNOUNCES NEW DIRECTOR

NEW YORK, NY,November 8, 2011 – Debbie Bookstaber, an online marketing expert and leading mom blogger, has been named Acting Social Media Director of Child’s Play Communications.

Child’s Play specializes exclusively in public relations, social media and word-of-mouth communications for products and services targeted to moms. The agency has been deeply involved in the social media space for several years and has won a number of awards for its proprietary social media programs.

Bookstaber will be joined by Tracy Aboudiwan, as Social Media Specialist.

Debbie Bookstaber With more than a decade of experience in online marketing, business development, product management and affiliate marketing, Bookstaber has worked with noted brands including Expedia and Travelocity and has counseled numerous PR firms and Fortune 500 companies on blogger relations and effective social media strategies. Her clients have included ASTRA (American Specialty Toy Retailing Association), Corolle, Steiff, WebmasterRadio.fm, RosieHippo.com, Scandinavian Child, and several other specialty toy or luxury brands. She was most recently VP of Strategy and Business Development at The JAR Group, where she was responsible for the launch of its affiliate marketing and social media programs.

In addition, Bookstaber is theblogger behind Mamanista.com, a popular product review blog for moms. With Candace Lindemann, she co-founded Bloganthropy.org, a non-profit organization that empowers bloggers to become philanthropic leaders in their communities. Many of the most influential mom bloggers have joined the organization’s advisory board. In 2010, Bloganthropy teamed up with Child’s Play to create the annual Bloganthropy Awards, which recognize women who use social media to support a good cause.

Bookstaber is a frequent speaker on the changing social media landscape at major conferences, including BlogHer 2011, SheCon 2011 and Type-A Mom Conference 2011. She graduated Magna Cum Laude and Phi Beta Kappa from Yale University with a Bachelors and Masters in History.

Bookstaber will spearhead social media strategy and initiatives for Child’s Play clients.

Tracy Aboudiwan

A graduate of Boston University with a Masters in Marketing from London’s Webster Graduate School at Regent’s College, Aboudiwan has worked for public relations agencies including Burson-Marsteller’s London office and Susan Magrino Agency and M. Silver Associates in New York. Her responsibilities have included both traditional public relations and social media management. Aboudiwan will be responsible for day-to-day implementation of blogger outreach and social network opportunities.

About Child’s Play Communications

Contact: Julie Livingston

jl@childsplaypr.com

(212) 488-2060 Ext. 12

Child’s Play Communications Adds My Twinn To Client Roster

childsplaypr — Tue, 19 Jul 2011 15:14:03 +0000

NEW YORK, NY, July 19, 2011 – Child’s Play Communications, the award-winning public relations agency specializing in reaching moms, is pleased to announce the addition of My Twinn to the company’s client roster. The agency will manage the company’s traditional and social media efforts.

“My Twinn customizable, one-of-a-kind dolls recreate a child’s likeness in striking detail, down to the last freckle,” said Stephanie Azzarone, president, Child’s Play Communications. “With our focus on marketing to moms and our extensive experience in promoting toys, we look forward to expanding awareness of the My Twinn brand and launching its new products.”

“Finding an agency that knows how to speak directly to moms was of paramount importance to us in increasing brand awareness,” explained Craig Currie, Sr. Vice President, My Twinn. “We have great confidence in Child’s Play Communication’s ability to generate excitement among these highly selective consumers.”

Located in New York City, Child’s Play Communications specializes in public relations, social media and word-of-mouth communications for products and services targeted to moms.

My Twinn is the leading creator of one-of-a-kind personalized dolls since 1993. Designed to look like children age 3-12, handcrafted My Twinn dolls are cuddly companions today and cherished keepsakes in the years to come. To learn more, visit www.mytwinn.com.

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Contact:

Julie Livingston

Child’s Play Communications

(212)488-2060 x 12

jl@childsplaypr.com

MAM USA Names Child’s Play Communications as Agency of Record

childsplaypr — Mon, 18 Apr 2011 13:34:50 +0000

Contact: Julie Livingston

Child’s Play Communications

(212) 488-2060 x 12

jl@childsplaypr.com

CHILD’S PLAY COMMUNICATIONS ANNOUNCES ADDITION OF

MAM USA TO ITS CLIENT ROSTER

− Leading Baby Care Brand Names Boutique Firm as Agency of Record −

April 14, 2011, New York, NY – Child’s Play Communications, the award-winning public relations agency specializing in reaching moms, is pleased to announce the addition of MAM USA to the agency’s client roster. MAM USA, the leading designer brand for baby care products, will retain the agency’s services for traditional media relations, social media relations and mom-targeted word-of-mouth programs.

“We are proud to welcome MAM USA to the Child’s Play family,” said Stephanie Azzarone, president, Child’s Play Communications. “The baby care category is extremely competitive, and MAM stands out as an industry leader in design and innovative technology. We are thrilled to be working with them and look forward to a long and successful partnership.”

“Child’s Play Communications is a well known and respected agency and we are thrilled to have appointed them to represent us. To be joining forces with such an innovative team with amazing experience and expertise targeting our consumers is fantastic. 2010 was an incredible year of growth for MAM, and we believe this partnership will position us to continue to grow the MAM business, to take our branding to new levels, and ultimately reach our consumers in many new ways,” said Christine Poppy, vice president, marketing, MAM USA.

As MAM USA’s agency of record, Child’s Play Communications will focus on publicizing the brand’s line of bottles, teethers, pacifiers and oral care products. The agency was selected after an extensive competitive search. A team of six will work on the account.

About Child’s Play Communications

Child’s Play Communications specializes exclusively in public relations, social media and word-of-mouth communications for products and services targeted to moms. Based in New York City, the agency has launched an exciting array of proprietary services to engage this influential market through traditional media, online and in-person, including the award-winning Team Mom™, the agency’s network of mom review-bloggers. Recent company awards have included PR Innovation of the Year (2009) and Social Media Innovator of the Year (2010). Clients have included Warner Bros. Consumer Products, Nickelodeon, Hasbro, Toyota, Cold Stone Creamery, Cuisinart, EMI Music, Hewlett Packard, Cookie Jar Entertainment, MEGA Brands, Spin Master, Parents magazine and Sylvan Learning Center, among other leading brands. For additional information, please visit our Web site (www.childsplaypr.com), our blog (www.mommarkettrends.com), like us on Facebook (www.Facebook.com/ChildsPlayCommunications), or follow us on Twitter (@ChildsPlayComm).

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Child’s Play Communications And Bloganthropy.org Announce Second Annual Bloganthropy Awards

childsplaypr — Fri, 08 Apr 2011 21:36:16 +0000

CONTACT:     Julie Livingston
                         Child’s Play Communications
                          212-488-2060 X 12
                          jl@childsplaypr.com

CHILD’S PLAY COMMUNICATIONS AND BLOGANTHROPY.ORG
ANNOUNCE 2^nd ANNUAL BLOGANTHROPY AWARDS,
RECOGNIZING BLOGGERS WHO GIVE BACK
April 7, 2011, NEW YORK, NY – Child’s Play Communications and Bloganthropy.org have announced the launch of the Second Annual Bloganthropy Awards, to honor women who raise awareness for a good cause through social media.
Nominations and event sponsorships are now being accepted.
Child’s Play Communications specializes in connecting companies with moms, through public relations, social media and word of mouth communications. Bloganthropy.org empowers bloggers to become philanthropic leaders in their communities.
Katherine Stone, the blogger behind Postpartum Progress, received the first Bloganthropy Award, which was presented in August 2010 at an event hosted by Child’s Play. Following the birth of her child, Stone’s own feelings of fear and isolation prompted her to create Postpartum Progress, now the most widely read blog in the United States on postpartum depression and other mental illnesses related to pregnancy and childbirth. She received an honorary plaque, a cash prize and a $1,000 donation to her cause. In addition to Stone, four finalists were acknowledged for their unique contributions to the blogosphere. They were: Kristine McCormick, Cora’s Story; Maggie Ginsberg-Schutz, Violence Unsilenced; Debbie Dubrow, Michelle Duffy, Pam Mandel and Beth Whiteman, Passports With Purpose, and Megan Jordan, Velveteen Mind. All were featured on Bloganthropy.org.
“We are so impressed by bloggers who use social media to do good,” said Stephanie Azzarone, president, Child’s Play Communications. “Through the Bloganthropy Awards, we can help recognize and reward them for those efforts.”
“It is remarkable what bloggers can accomplish in raising awareness for meaningful causes,” added Debbie Bookstaber, co-founder, Bloganthropy.org. “We look forward to once again acknowledging these talented women.”
The 2011 Bloganthropy Awards winner will be announced on Friday, June 24th in Asheville, North Carolina, at a special event held during the Type-A Parent Conference, attended by bloggers from across the country.   Bloganthropy founders Debbie Bookstaber and Candace Lindemann, along with the Bloganthropy Advisory Board, Child’s Play Communications president, Stephanie Azzarone, and the company’s Team Mom™ blogger-network Director, Marie Baker, will consider all qualified candidates and select the winner.
The deadline for nominations is Friday, May 6, 2011. To nominate a blogger for a Bloganthropy award, please visit: http://www.bloganthropy.org/awards/blogger-of-the-year-nomination-form/
2010 Bloganthropy Awards sponsors included Procter & Gamble’s Good Health, for the Award itself, and industry leaders such as Baby Boom, The California Strawberry Commission, Cold Stone Creamery, Cuisinart, Giddy Up, Hershey’s, Kraft, K’NEX, Nickelodeon, Summit Toy and Toyota for the presentation ceremony.
To become a sponsor of the 2011 event, please contact Julie Livingston at (212) 488-2060 x 12 or jl@childsplaypr.com or visit: http://www.childsplaypr.com/services/bloganthropy_awards.cfm
About Bloganthropy.org
Bloganthropy.org aims to empower bloggers to become philanthropic leaders in their communities. The annual Bloganthropy Awards recognize those who have made a difference by using social media to effectively promote a cause or charity.
About Child’s Play Communications
Child’s Play Communications specializes exclusively in public relations, social media and word-of-mouth communications for products and services targeted to moms. Based in New York City, the agency has launched an exciting array of proprietary services to engage this influential market through traditional media, online and in-person, including the award-winning Team Mom™, the agency’s own network of mom bloggers. Recent company awards have included Social Media Innovator of the Year (2010) and PR Innovation of the Year (2009). When it comes to marketing to moms, Child’s Play Communications is the agency to call. For more, visit www.childsplaypr.com.
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1 IN 4 U.S. SOCIAL-MEDIA MOMS REPORT PURCHASING KIDS’ PRODUCTS

childsplaypr — Mon, 13 Dec 2010 20:27:56 +0000

1 IN 4 U.S. SOCIAL-MEDIA MOMS REPORT PURCHASING KIDS’ PRODUCTS
BASED ON ONLINE RECOMMENDATIONS
–79% of All U.S. Moms with Kids Under 18 Are Now Active in Social Media–
New York, NY, December 13, 2010 - According to a new study commissioned by Child’s Play Communications from The NPD Group Inc., a leading market research company, 79% of all moms in the U.S. with children under the age of 18 are active in social media Of these moms, about one in four (23%) said they have purchased a children’s product as a result of a recommendation from a social networking site or blog.
“Social Media Moms: How Networking Impacts Purchasing Behaviors” probes into the behaviors and opinions of active social media moms, defined as moms who currently belong to a social networking site and/or write, read or comment on blogs. Based on responses from a sample of more than 2,000 active social media moms, it is evident that online recommendations have even more impact among the most frequent social media users: 43% of active social media moms who use these sites on a daily basis have purchased a children’s product as the result of a recommendation from these sites.
According to Stephanie Azzarone, president, Child’s Play Communications, “We specialize in connecting companies with moms and know from our experience how social media can influence their purchasing decisions. The NPD research validates that and provides new insight into the process. Clearly, moms nationwide are making purchasing decisions as a result of the information and advice other moms are providing through social media.”

Active social media moms who purchased a children’s product based on a social media recommendation said that, on average, they did so five times in the past year. More than half (55%) of these moms said they made their purchase because of a recommendation from a personal review blog and 40% from a Facebook recommendation.

“Social media has become an enormous influence on purchasing, and savvy marketers have certainly begun to embrace this vehicle when messaging to moms,” said Anita Frazier, Industry Analyst for The NPD Group. “But many marketers have yet to fully realize the potential of social media and the power of peer group recommendations, which means more opportunities are on the horizon.”
The NPD Group fielded an online survey to members of NPD’s online panel and to members of the Child’s Play Communications online panel. The two different sources provided data to create both a holistic view of U.S. moms and their interaction with social media, as well as a deep-dive into the behaviors and preferences of social media moms.
The NPD Group, Inc.
The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1,800 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, commercial technology, consumer technology, entertainment, fashion, food and beverage, foodservice, home, office supplies, software, sports, toys, and wireless. For more information, contact us, visit http://www.npd.com/, or follow us Twitter at https://twitter.com/npdgroup.
Child’s Play Communications
Child’s Play Communications specializes exclusively in public relations, social media and word-of-mouth communications for products and services targeted to moms. Based in New York City, the agency has launched an exciting array of proprietary services to engage this influential market through traditional media, social media and word-of-mouth communications, including the award-winning Team Mom™, the agency’s own network of mom review-bloggers. Recent company awards have included PR Innovation of the Year (2009) and Social Media Innovator of the Year (2010). For more information, call (212) 488-2060 or visit www.childsplaypr.com.
Media Contact for The NPD Group:              Media Contact for Child’s Play Communications:
David Riley                                                     Marie Baker
david.riley@npd.com                                      mb@childsplaypr.com
                                                                        (212) 488-2060 x 14