Project Introduction
A Japanese toy brand with no UK presence needed to earn the trust of British parents fast. Familia made it happen through real-world experiences, expert partnerships and a sold-out launch event that put the product directly into families' hands.
the challenge
1curiosity had developed a strong product range and a clear philosophy around curiosity-led play, but was an unknown brand entering a crowded UK market with no existing awareness, retail presence or media profile. The challenge was to introduce the brand authentically to British parents and press - not through advertising, but through real-world experience that would generate genuine trust and coverage.
our solution
Familia designed and delivered a phased UK launch built around live play sessions and a headline event. Over eight weeks, the toys were introduced through free play sessions at selected parenting clubs, allowing babies to engage with the products naturally while parents observed. This was followed by a sold-out launch event in West London, supported by developmental neuroscientist Professor Sam Wass, generating credibility, content and media opportunity in a single activation.
the result
The launch event sold out, with overwhelmingly positive parent feedback on the day. Professor Wass's involvement secured expert credibility and media cut-through across parenting, lifestyle and trade press. The toy range launched to a warm, engaged UK audience with authentic word-of-mouth, UGC and press coverage from day one.
