Toy Marketing Agency for Brands in the US and Canada
Swerve Strategic Marketing is a toy marketing agency based in Burlington, Ontario. We’ve worked with toy brands across Canada and the United States since 2010, running public relations, influencer marketing, digital marketing and events as one program, so a launch gets its media coverage and its creator content on the same calendar as its retail push.
Our current toy clients include Playmobil Canada, MGA Entertainment, Basic Fun, Hape, Tonies, K.I.D. Toy (Hitster), EB Games Canada, Toysmith, Hey Buddy Hey Pal and Noodoll. Past work includes Mattel, Fisher-Price, Jazwares, Moose Toys and Mastermind Toys. Andrew Wagar, our founder, has sat on the Canadian Toy Association board since 2018, and he’s who CBC, CTV and BNN call when they need someone to explain the holiday toy season.
How We Launch a Toy in the US and Canada
A toy launch has a short window. Retail listings lock in months ahead, gift guides get decided in late summer, and media and creators want product in hand before anyone else has it. Here’s how we run it.
01Strategy
Before any pitch goes out, we map the retail calendar, the media and creator targets, and the one story that makes this toy worth covering. Clients tell us that’s what separates a launch from a mailout.
02Earned media
Our public relations team pitches toy trade press, parenting and consumer media, and broadcast on both sides of the border, and works the holiday gift-guide season that drives search and shelf velocity.
03Influencers and affiliates
We match the toy to creators whose audiences are the right age and the right parent, handle contracting and content approval, and tie affiliate programs back to retail so the spend shows up in sales.
04Digital
Paid social and search aimed at the parents who are about to buy, with creative built from the same story the media and creators are telling.
05Events
Trade show support, media previews and our own Scoop Media Events, where editors and creators meet the product before the season starts.
06Reporting
Every program comes with campaign reporting, which clients tell us is the reason they renew. Digital clients get a live dashboard they can open any time, and share of voice against four competitors is available as an add-on. We won’t wait for a program to end to tell you something isn’t working.
What the Work Has Won
2022
MarCom Platinum
Public Relations Program
Moose Toys
2021
MarCom Platinum
Public Relations Program
Mastermind Toys
2021
CPRS Gold
Best External Communications
Mastermind Toys
2020
CPRS Silver
Best Influencer Campaign
Mattel Games Reconnect
CASE STUDY
Creating Real Magic: Driving Buzz, Sales, and Awards for Magic Mixies
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What We Do for Toy Brands
Marketing Strategy
We craft integrated strategies that align brand goals with consumer insights to drive measurable growth.We research, refine, and execute targeted media strategies to secure impactful B2C, B2B, and trade coverage while building lasting media relationships.
PR, Influencer & Affiliate
From media to influencers to affiliates, we connect brands with the right voices to spark buzz and sales.
Explore Public RelationsExplore Influencer MarketingExplore Affiliate Marketing
Digital Marketing
Data-driven digital campaigns that engage audiences, boost visibility, and convert interest into action.
Media Events & Tradeshows
We design experiences that earn attention, build relationships, and spotlight your brand where it matters.
Reporting & Campaign ROI Analysis
Clear reporting and ROI-focused analysis ensure every campaign delivers results and informs smarter strategy.
Industries we serve
We’ve spent more than fifteen years with brands that sell to families, parents and kids. That focus is why retailers, media and creators take our calls.
Toys
Launch programs for Playmobil, MGA Entertainment, Basic Fun, Hape and Tonies, from press to creators to retail.
You’re here
PR, parent creators and expert voices for brands like Nanit and UPPAbaby Canada.
Review units, creators and retail timing for Tineco, Fujifilm and family gaming brands.
Sampling, creators and local media that get a product talked about the week it hits the shelf.
Sell-through campaigns for retailers and for the brands on their shelves, EB Games Canada among them.
Launch programs for Swatch, Fujifilm Instax and home brands that sell on taste and timing.
Toy Case Studies
Past toy programs with the coverage, the creators and the results.
