Brand Opportunities: Toy Marketing Partnerships

Brand Opportunities: Toy Marketing Partnerships

Date: May 15, 2021
Tags: #boy-scouts-of-america #build-a-bear-workshop #crayola #crayola-ideaworks #fisher-price
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With toy products consistently being updated and the retail landscape having shifted considerably, one reliable constant in the toy category has been intense customer demand.

This demand for engaging toys, as well as the toy marketing partnerships promoting them, hit an all-time high in the past year with children and families confined to their homes. While parents worked from home, toys played a crucial role in keeping their children occupied and engaged.

As restrictions lift and quarantine gradually ends, that demand for exciting toys will continue to grow into the foreseeable future. To meet that demand, toy companies are constantly launching new and exciting products with endless promotional possibilities. Each of the below initiatives represents a toy marketing partnership opportunity for your brand.

Take a look at Love, Diana from, Crayoa IDEAworks from Crayola, Fisher-Price from Mattel and Meltdown from PlayMonster.


Pile it on until there’s a…Meltdown! Atop the tower you’ll place the squishy goop—roll it, smash it, just place it however you want. And then set the balancing platform on top of that! Take turns stacking cool, slippery cubes you have to stack on top…but be careful…between the goop and slippery platform, it’s always shifting!

toy marketing partnerships

If there’s a MELTDOWN and any cubes fall, you have to take them, and that’s dangerous because the goal is to get RID of your cubes! No batteries required. For 2 or more players.

Past Partnerships:

Below are two past toy marketing partnerships with toy manufacturer PlayMonster:

Boy Scouts & PlayMonster toy marketing partnerships
PlayMonster partnered with the Boy Scouts of America to Inspire Modular Design Learning through its popular Snap Ships Toys in a two tier partnership across 18 months. The partnership began in November ’20 with a tie in to the virtual event the Family Fun Fest which included a special Snap Ships® event segment. Families were invited to participate in a live Snap Ships streaming “build segment” with Q&A and product giveaway featuring Snap Ships influencer “Campbell”. Families could receive pro-build tips from Campbell and watch a Snap Ships commercial on Cub Scouts’ social channels.
Meltdown & National Afterschool Program toy marketing partnerships
PlayMonster partnered with the National Afterschool Association in a first-ever network sampling opportunity targeted toward the top 200 national afterschool experience leaders. Leaders were invited to sign-up to receive free copies of the new game Meltdown to play during their after-school events. Parent materials, product offer, and activity sheets accompanied the games. Leaders were invited to share their experiences at the events via survey on PlayMonster’s NAA micro-site. The NAA leader buying guide also included an exclusive discount for all after-school educators to stock up on new games.


Millions adore the Kids Diana Show YouTube channel, and now expands her kingdom with the global launch of Love, Diana — our all-new franchise of original shows, goods, games, and all of the fun stuff girls love!

The world of Love, Diana continues to expand with a brand new original hybrid animated serires that takes Diana into a new world, the Land of Play, where she is transformed from live action to the animated Princess of Play. Additionally, new toys and dress-up lines with new categories are consistently launching. Available at Walmart, Smyth’s and Big W, this range of items promotes empowerment friendship and most of all…play!

Past Partnerships:

Below are two previous toy marketing partnerships with

Ryan's World & Roblox partnered with Roblox on a promotion celebrating RYAN’S WORLD. The partnership consisted of RYAN’S WORLD launching a virtual world within the Roblox game. The partnership integrated RYAN’S WORLD into Roblox and allowed Roblox gamers to engage with RYAN’S WORLD content. Roblox gamers were able to enter the virtual world and explore a digital landscape inspired by the YouTube channel. Gamers could explore a racecourse, a fire station, a beach, and a school, among other locations.
Ryan's World & Macy's collaborated with Macy’s to promote RYAN’S WORLD at the Macy’s Thanksgiving Parade.The first-of-it’s-kind partnership brought a RYAN’S WORLD character in the parade with an exclusive balloon. Red Titan, a character created on Ryan’s YouTube channel and a key part of the RYAN’S WORLD universe, received his very own float in the Macy’s Thanksgiving Parade. Red Titan is the first character from a YouTube show to score such a promotional spot.

Crayola IDEAworks: The Creativity ExhibitCrayola

Crayola, in collaboration with Agency808, presents the immersive CRAYOLA IDEAWORKS: THE CREATIVITY EXHIBITION. This exhibition is a state-of-the-art museum experience. CRAYOLA IDEAWORKS: THE CREATIVITY EXHIBITION is produced by Agency808 in along with The Franklin Institute with the world-premiere of the U.S. tour launching at The Franklin Institute in Philadelphia on February 13, 2021.

The exhibit allows visitors to immerse themselves in state-of-the-art digital interactives that provided a personalized adventure guided by RFID wristbands. The exhibit will allow guests to encounter three distinct areas:

  • Workshop: the opening space in which visitors test their creativity with questions and puzzles.
  • Colorverse: puts visitors skills into action by testing solutions to complex problems based on current scientific research and discovery.
  • The Grand Finale: gives guests a customized summary that celebrates their creative strengths throughout their adventure, highlighting each individual’s unique superpowers

Reach out to Crayola about sponsorship opportunities associated with the tour’s stops. 

Past Partnerships:

Below are two previous toy marketing partnerships with Crayola:

Crayola & Build-A-Bear toy marketing partnerships
Crayola teamed with Build-A-Bear Workshop to allow artists of all ages to find fun ways to colorfully express themselves with bright new arrivals. Perfect for students, teachers, and graduates of all ages, the colorful possibilities were endless with Crayola Teddy and the Crayola collection. Driven by the shared value of empowering creativity and self-expression, the debut partnership was sure to delight and inspire. This was the first time that Crayola and Build-A-Bear Workshop collaborated, with the collection launching online April 5, 2021 and arriving in stores in the US, UK, Canada, Ireland and Australia.  
Crayola & Post-It
Crayola, in collaboration with Agency808, partnered with Post-It in a sponsorship deal for the immersive CRAYOLA IDEAWORKS: THE CREATIVITY EXHIBITION. Within the state-of-the-art museum experience, visitors got the chance to draw their ideas down on custom Post-It pads with Crayola crayons. Using their own imagination and inspiration, visitors designed their solutions for the challenge they’ve been given. Once done, visitors inspired others by sticking their creative drawings on the wall for everyone to see! The partnership showed that when you have both a Crayola marker and a Post-It Pad, making notes will help you take action on your ideas.


Mattel is the owner of one of the strongest portfolios of children’s and family entertainment franchises in the world. One such iconic brand is Fisher-Price which has been inspiring generations of consumers and has deep emotional connections with a large fan base of children everywhere.

Fisher-Price is an American company that produces educational toys for infants, toddlers, and children, headquartered in East Aurora, New York. Fisher-Price has been a subsidiary of Mattel since 1993 with new toys consisently being introduced including Laugh & Learn® Grow-the-Fun Garden to Kitchen™, Rollin’ Rovee™ and more!

Past Partnerships:

Below are two previous toy marketing partnerships with the toy brand Mattel:

Hot Wheels & Tesla toy marketing partnerships
In December of 2020, Mattel partnered with Tesla for a HOT WHEELS promotion that celebrated Tesla vehicles. The partnership consisted of Mattel releasing a HOT WHEELS-branded remote-controlled version of Tesla’s Cybertruck.  The Cybertruck HOT WHEELS toy was available for pre-order in February 2020 and was available in two sizes. There was a 1:64 scale RC Cybertruck that cost $20 and a larger 1:10 scale version that retailed for $400.  The Cybertruck HOT WHEELS toy was limited edition.
Barbie & Tynker toy marketing partnerships
Mattel partnered with Tynker, a company specializing in educational coding games for kids, on a Barbie promotion encouraging girls to get into STEM. The partnership consisted of Tynker collaborating with BARBIE to engage girls in coding through Barbie’s “You Can Be Anything” initiative. BARBIE worked with Tynker on a series of online activities and lessons that allowed girls to learn basic programming concepts. Girls could go online to BARBIE’s website and access coding activities put together by Tynker.

If you need to stay connected to opportunities and partnerships involving entertainment content, including the toy marketing partnerships and opportunities featured above, is the place to be. Featuring thousands of current entertainment marketing opportunities and 10,000+ partnerships, this unique community features galleries dedicated to the people, properties, partnerships, and companies driving the partnership marketing business.

Basic Membership on is always free to all brand and entertainment marketers and introduces members to promotional opportunities from virtually every major entertainment companies, dozens of non-profits, and more. In addition to marketing opportunities, Basic Members may access featured research from our Partnerships, Videos, and People Galleries. 

VIP Members have unlimited access to all of this partnership information as well as all of the people, properties, and companies that make up this unique community of over 7,500 marketers.

Create a profile today and stay connected to the brand and entertainment marketing community throughout the year! 

Posted by: Andrew Gormley

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