Bilingual toy line gets PR push for launch

ATLANTA: Smart Play, which sells educational toys, is using outreach to traditional media and bloggers to introduce a new bilingual product line.

ATLANTA: Smart Play, which sells educational toys, is using outreach to traditional media and bloggers to introduce a new bilingual product line. Ingenio launched in October and the company is targeting Hispanic parents in the first phase of the campaign.

"We're going to focus in on a niche with Hispanic parents and then move into [targeting] all parents," said Ilango Sankaralingam, the president of Smart Play, noting that there is also "definitely a big market" for parents looking to introduce their children to multiple languages early on.

Working with an internal team, Smart Play is targeting Hispanic media outlets, as well as both Hispanic and mommy bloggers, to build awareness of Ingenio, as well as Smart Play overall, which was founded in 2008.

The PR budget for the campaign is around $5,000, Sankaralingam said, and the company will also use smaller-scale advertising to introduce the products. Online, Smart Play is just starting to introduce Twitter, Facebook, and other social media into its outreach.

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