Children’s Toys

Magna-Tiles

Magna-Tiles was launched to the Australian market with a large-scale influencer seeding campaign.
Influencers Curated
Confirmed Influencer Partners
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Social Reach
The Brief

Launching Magnetic Play into the Australian Market

Magna-Tiles, the original magnetic building tile brand loved globally, needed to establish a presence in the competitive Australian toy market. With Christmas approaching, the brand required an impactful launch strategy that would generate buzz among Australian parents, secure coveted gift guide placements, and build long-term brand advocacy through authentic influencer partnerships.
Launch Magna-Tiles product innovation to Tier A Australian media
Secure placements in key Christmas gift guides across parenting and lifestyle media
Execute a large-scale influencer seeding campaign targeting parenting creators
Build brand awareness among Australian parents with children aged 3-10
Create authentic content showing real families playing with Magna-Tiles
Strategic Approach

Our Strategy

  1. Influencer database curation: researched and curated a comprehensive database of 128 Australian parenting, family, and lifestyle influencers, filtering for authentic engagement, audience demographics (parents of children aged 3-10), and content quality.
  2. Tiered outreach campaign: executed a structured outreach program engaging 128 influencers to securing 1118 influencers and 89% influencer acceptance, achieving an impressive 76% influencer acceptance rate through personalised pitches and compelling brand storytelling.
  3. Product Seeding and Brief: designed a premium gifting experience with clear deliverable expectations: 1x carousel or reel, live playing-with-tiles content, and a permanent Instagram highlight, ensuring consistent brand messaging across all creator content.
  4. Christmas gift guide strategy: timed the campaign to align with editorial calendars for Christmas gift guide features, pitching Magna-Tiles as the must-have educational toy for the holiday season.
  5. Media outreach campaign: targeted Tier A parenting, education, and lifestyle publications with product samples and editorial pitches positioning Magna-Tiles as innovative STEM-focused play.
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Influencer Partnerships

Influencer Impact

From 200 curated influencer prospects, Piccolo PR secured 54 confirmed influencer collaborations with a combined following of 893,500. Each influencer delivered a carousel or reel, live playing content, and a permanent highlight, generating authentic family content that showcased Magna-Tiles in real Australian homes.
Results

Campaign Results

The Magna-Tiles Australian launch campaign demonstrated the power of scale influencer seeding, converting 200 curated prospects into 54 active brand advocates who generated authentic, compelling content for the critical Christmas retail period.
Huge influencer scale: 60 influencers curated and 54 confirmed influencer collaborations activated, achieving an exceptional 42% influencer acceptance rate that
Authentic content library: 54 pieces of unique family content created, each showing Magna-Tiles in authentic Australian home settings with children aged 3-10 genuinely engaged in creative play.
Social reach impact: 893,500 combined social followers reached through influencer content, with 42,381 audience members directly engaged through posts, stories, and reels.
Christmas gift guide placements: strategic timing secured Magna-Tiles in coveted Christmas gift guide features, positioning the brand as the must-have educational toy for the holiday season.
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