The Halo Group - Shine

“It’s Not Just Play”

Today’s millennial “tiger parents” are so laser-focused on academic achievement that they often overlook the importance of play, a vital part of kids’ development. The Toy Industry Association asked Halo to make their play advocacy initiative, The Genius of Play, a national movement.

By creating original content and leveraging some of the world’s foremost childhood development experts, Halo positioned Genius of Play as a thought leader and valuable resource for parents.

A mix of influencer campaigns, traditional public relations outreach, and organic and paid social media were used to push out shareable educational content that ignited a national conversation amongst parents about the 6 key developmental benefits that make play so valuable.

Mascots for the Genius of Play

Mascots for the Genius of Play that Personify the Key Benefits of Play

Genius of Play website on an iPad

Redesign of the Genius of Play Website

Meredith Sinclair, Celebrity Spokesperson and GoP Play Ambassador

Meredith Sinclair, Celebrity Spokesperson and GoP Play Ambassador

Original Content

Original Content

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