Let’s Play Holiday is Swerve’s annual media and influencer showcase for holiday toys, gifts and family products in Canada. It runs under Scoop Media Events, our own event series.
Brands book a booth, and we bring the media and creators who build the holiday gift guides. In 2025, 225 journalists, TV hosts and creators came to see, touch and play with products from more than 15 brands.
Results at a glance
At Let’s Play Holiday 2025, Swerve’s own showcase for holiday toys and family products in Canada, more than 15 brands met 225 media and creators, producing 150 pieces of coverage and a 109 million+ audience reach at the time of our wrap report.
Every fall, holiday toys compete for the same few gift-guide spots and TV segments. A press release gets a product into an inbox. It rarely gets it into a journalist’s hands, or a creator’s kid’s hands, before the guides are written. Brands need a way to meet the people who decide those spots, face to face, before the buying season starts.
Goal 1. Put exhibitors’ products in front of national TV, lifestyle media and creators before the holiday season.
Goal 2. Let media and their families try products hands-on.
Goal 3. Turn those meetings into coverage and lasting media relationships.
We built the showcase around play. Exhibitors set up booths and demos so media and families could pick up the products, ask questions and give feedback on the spot.
On the guest side, we invited national TV personalities, lifestyle journalists and creators who cover toys, gifts and family life, and many brought their kids. After the event we gave every exhibitor a playbook for turning those meetings into coverage: personalized follow-up cards, giveaways, and press materials with social handles and hashtags.
At the time of our wrap report in December 2025, Let’s Play Holiday 2025 had delivered:
Attendance:
Coverage:
Reach: