KidsGive joins in the 'Family Fun'
Who is your client and what were its media goals?
Lisa Orman: Our client is KidsGive, [which was] launching the Karito Kids World Collection, a line of ethnically authentic dolls and books. They were looking to leverage both the trade and consumer press to boost awareness of the dolls among retailers and the public.
What made Family Fun such a good target for them and how did you pitch the editors there?
Orman: Family Fun is aimed at parents of children 6 to 11, the exact audience for these dolls. We had a good relationship with its editors and met with them at the annual Toy Fair in New York last February to show them Karito Kids, along with toys from other companies we represent. The editors were immediately taken with the doll line and spent a lot of time talking with the inventors.
How did you turn that initial interest into coverage?
Orman: We kept in touch with the editors over the following months, sending them samples for their annual toy test and noting Karito Kids would also include a Web site where girls could donate 3% of the purchase price to a children's charity.
What other support materials or interviews did you provide to help clinch this placement?
Orman: We didn't need interviews, but the Web site wasn't live yet and we only had one Karito paperback book to show them. So I used all the credibility I had banked with the editors over the years to convince them the quality of both the books and site would be there at launch.
What was the impact of the hit?
Orman: Not only did Family Fun name Karito Kids number one in its annual list of Top 10 Toys, but the editors went on "Live with Regis & Kelly" the day the magazine hit newsstands where they also talked about the dolls. The impact was a huge spike in both site traffic and sales, including sellouts at FAO Schwarz and other key retailers.
Name: Lisa Orman, president, KidStuff Public Relations (Madison, WI)
Placement: Family Fun, Nov. 2007
Pitch timeline: nine months