The holiday season is a golden opportunity for businesses offering child-centric products to shine. Research shows that while the ‘pester factor’ (when children repeatedly ask for a certain toy or game due to advertising) is still going strong, today’s parents are actively and increasingly seeking gifts for their children and teens that in addition to being fun and entertaining, highlight learning and development.1-3 Here’s how to craft a marketing strategy that resonates with parents and maximizes sales during this festive period by highlighting learning, development, and fun.
Crafting Holiday Marketing Messages
Parents seek gifts that not only delight their children but also support their growth and development. To effectively market child-centric products during the holiday season, your messaging must clearly demonstrate how your product is safe, engaging, educational, and age-appropriate. Parents are naturally drawn to products that spark joy while fostering essential skills, so every message you craft should spotlight these benefits. Here are some effective strategies:
A. Showcase Developmental Benefits
Start by identifying the specific skills your product enhances. Does it support cognitive development, boost creativity, or refine motor skills? Highlight these features in your messaging. Parents want to know that their purchase will help their child grow, whether through problem-solving, imaginative play, or physical coordination.
For example:
“Nurture your child’s imagination with our arts and crafts kit designed to unleash creativity while improving fine motor skills.”
“Help your preschooler develop counting and sorting skills with our vibrant, hands-on activity set.”
Linking your product to key developmental milestones also provides parents with tangible reasons to choose your brand over others.
B. Highlight the Educational Value
Parents value toys and products that make learning exciting. Focus on how your product transforms education into a fun, interactive experience. Whether it’s a puzzle that teaches spatial reasoning or a game that builds language skills, emphasize the learning potential in every use.
Sample messaging might include:
“Give your little explorer the gift of discovery with our science experiment kit that makes STEM learning fun and engaging.”
“Our brain-boosting puzzles are designed to develop critical thinking and problem-solving skills—all while your teen has a blast!”
C. Ensure Safety and Age-Appropriateness
Parents prioritize their children’s safety, especially for younger age groups. In your messaging, reassure them that your product is designed with safety in mind and is tailored to their child’s developmental stage. Clear labels like “Safe for Ages 3 and Up” or details about non-toxic materials can instill trust.
A safety-focused message could be:
“Crafted with care from BPA-free materials, our stackable blocks are the perfect gift for toddlers learning to build and explore safely.”
D. Combine Fun and Growth
Parents want their children to enjoy their gifts as much as they learn from them. Messages that balance entertainment with developmental benefits are especially compelling. Use phrases like “play and learn” or “fun with a purpose” to reinforce this balance.
For instance:
“Bring the joy of play into learning this holiday season! Our interactive board game is packed with math challenges that keep kids entertained for hours.”
“Spark endless giggles and STEM skills with our build-your-own robot kit that’s as fun to play with as it is to create.”
E. Personalize for Specific Ages and Interests
Parents appreciate recommendations tailored to their child’s age and interests. Create targeted messages that address these factors, such as:
“Perfect for 4- to 6-year-olds, our storytelling kit helps your child build language skills while creating magical tales.”
“For the budding scientist in your family, our chemistry set offers hours of hands-on fun and exploration.”
“Boost your teen’s digital literacy skills with our fun and educational card game.”
2. Create Emotionally Resonant Holiday Marketing Campaigns
The holidays are a time for families to connect and create lasting memories. Parents want gifts that not only bring joy but also help their children grow and develop. Use storytelling to demonstrate how your product fosters both learning and fun while becoming part of cherished family moments.
For example, show a video of a child opening your gift and exploring it—building, learning, or creating—while their excitement lights up the room. Highlight how your product encourages skills like problem-solving, creativity, or teamwork, creating a blend of joy and meaningful development.
You can also tap into nostalgia by tying your product to family traditions or suggesting how it can inspire new ones.
For instance:
“Start a holiday tradition filled with fun and learning! Build, decorate, and enjoy our DIY gingerbread house kit while teaching your kids creativity and collaboration.”
Make it clear that your product isn’t just a toy—it’s a tool for bonding, growth, and memory-making. This emotional appeal, paired with its developmental benefits, will resonate deeply with parents.
3. Tap Into Social Proof for Your Holiday Marketing
Parents trust other parents. Encourage satisfied customers to share their experiences through reviews, testimonials, or social media posts. User-generated content, like photos of kids enjoying your product, can build trust and create excitement for your product.
Incorporate real examples of how your product benefits children. Parent testimonials, videos of kids playing and learning, or data-backed claims can add credibility.
For example:
“Parents love our educational play mat for its durability and the way it helps babies meet developmental milestones like crawling and tummy time.”
Collaborate with parenting experts and influencers as well who align with your brand values. Their endorsement can add credibility and widen your reach. Choose influencers whose followers align with your target audience, and encourage authentic storytelling about how your product fits into their holiday celebrations.
Closing Thoughts for Your Holiday Marketing
Marketing child-centric products to parents during the holiday season requires a mix of emotional appeal, practical benefits, and strategic promotions. By understanding what drives parents’ purchasing decisions and creating campaigns in the areas that speak to their needs, you can turn your products into must-have holiday gifts.
By combining these elements, your messaging will connect you with parents seeking products that bring joy, foster learning, and contribute to their child’s development. This approach not only boosts your product’s appeal but also positions your brand as a trusted ally in a child’s growth journey.
Happy holidays, and may your products find their way into the hands and homes of many delighted children and parents!
Sources
- Cojan, C. (2023). Parental perceptions of toys and games marketing. Network Intelligence Studies, 11, 95-102.
- Cojan, C. (2023). Exploring how parents influence the values promoted in advertisements for games and toys. Journal of Public Administration, Finance & Law, 28, 62-71.
- Dağaşan, E. (2023). Parents’ roles in children’s games and toys. Osmangazi Journal of Educational Research, 10, 154-172.