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New parents can celebrate their baby’s first birthday Fisher-Price style

MediaInfoline August 31, 2017

Fisher-Price, the world’s leading brand for infant and toddler toys and baby development, gave an exciting opportunity to new parents to celebrate their child’s first birthday in grandeur. Staying true to its philosophy of providing babies with the Best Possible Start, Fisher-Price, launched the My First Birthday programme, a unique initiative to celebrate the all-important milestone of turning one. The campaign went live on 1st August, 2017, with an interactive microsite allowing parents to participate in the contest. The contest will remain open until 31st December, 2017.

Parents, today, are digitally savvy and discerning, gaining access to details on products like never before. The initiative was created with the aim to engage closely with millennial parents, who are spending an increasing proportion of time online by consuming information, learning on the go as well as making purchases. My First Birthday received a phenomenal response in its first 20 days, with over 15,000 parents participating in the digital contest. With its aim to reach out to young, millennial parents, the campaign reached out to consumers across key metros and tier 2 cities.

Talking about the campaign, Lokesh Kataria, Head – Marketing, Mattel Toys (India) Pvt. Ltd, said “At Fisher-Price, we believe that the best possible start begins with love and care. Fisher-Price is a brand that is most trusted by parents across the world and we in turn understand their emotions and the value of creating memories with their new-born. With the launch of the My First Birthday initiative, we aim to further strengthen the bond we have with new-age parents. The programme reiterates our vision to enable parents to nurture their child’s overall development in the most engaging ways”.

The My First Birthday programme is active until the end of 2017, where parents are required to register the date of their baby’s first birthday and answer a simple question. Two lucky winners per month stand a chance to celebrate their baby’s first birthday in style with an exciting party box, which includes gifts for both baby and the parents. The Birthday Box is filled with party supplies, gift vouchers and other goodies worth INR 35,000/- (*T&C Apply)

The campaign has received a welcoming response across social media pages of Fisher-Price, including over 4.9 lac impressions on its official Facebook page. Additionally, the brand has reached out to young parents through a seamless association with one of India’s leading parenting portals, MomJunction.

In regards to the partnership, Chaitanya Nallan, CEO, Incnut Digital (Stylecraze & MomJunction said, “Our unique partnership with Fisher Price, enables MomJunction’s 14 million strong community of millennial tiger mommies to give their little ones the Best Possible Start in life.” Adding to his words, Natasha Garyali, VP, Branding & Marketing, Incnut Digital (Stylecraze & MomJunction) said, “As a mother I have long been a fan of Fisher Price and as a business leader it gives me great pleasure to share this unique initiative. With its My First Birthday programme, Fisher Price celebrates the all-important milestone of turning one with MomJunction community.

Fisher-Price remains deeply rooted in the belief that play is the way children learn best. The consistent belief of Play More, Learn More is clearly reflected through all the developmental benefits in all its toys. Mattel Toys has focused its efforts around the core philosophy of ‘Play with purpose’ – where each toy developed by the global leader has an intrinsic benefit linked to it. The vision for Mattel toys will continue to evolve and grow as a brand that is a trusted partner for a parent and an integral aspect of every childhood.

Leveraging the digital shift, Fisher-Price has previously launched exclusive brand stores on leading e-commerce portals, Amazon, Flipkart and FirstCry. The My First Birthday initiative marks another key effort in the brand’s digital push in growing the market.


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