EDURINO sticks with Playtime following successful UK product launch
Digital learning platform, EDURINO, will continue its partnership with Playtime PR in 2024. This follows Playtime’s successful UK product launch campaign in Q4 of 2023, which saw sales impact after EDURINO’s Starter Set featured in around 100 pieces of quality coverage across broadcast and national media outlets.
Already popular with over 100,000 families in Germany, award-winning EDURINO arrived in the UK in September and Playtime triggered media excitement with a media’s-first-chance-to-see moment at the Big Christmas Press Show, then followed through with a relentless and robust earned media relations strategy. The launch campaign saw EDURINO’s Starter Set take a prime spot on ITV’1 This Morning, which highlighted it as a must-have for Christmas 2023. In addition, sales were further driven by coverage achieved with national media outlets including The Independent, The Daily Telegraph and The Mirror.
EDURINO’s series of playful new digital learning games provide meaningful screen time for children aged 4-8yrs. The Starter Set includes an ergonomic pen, great for helping children perfect their pen grip, and an adorable character figurine, which unlocks a learning topic within the EDURINO universe accessible via the free EDURINO app. Parents can set screen time limits and view their child’s progress, whilst the learning worlds empower children to use EDURINO independently and explore learning at their own pace. The app is entirely ad-free and there are no in-app purchases.
“We’ve been impressed with Playtime’s knowledgeable and relentless approach to landing meaningful results for EDURINO at launch,” comments Jenny Hamilton, Marketing and Growth Manager, EDURINO UK, “And, with the UK such a key growth territory for us in 2024, we are keen to continue our relationship with Playtime so they can build on the solid foundations laid during the launch. The team has already identified multiple editorial hooks and angles to explore this year, and we’re excited to see the results continue to come through.”
Chrissie Williams, Head of Consumer Campaigns at Playtime PR, says, “We’ve really taken a deep dive into the messaging around EDURINO, to ensure the unique product and learning platform is communicated clearly to parents who are seeking to support and supplement their child’s education through play at home. In 2024, we’ll be building on the media’s enthusiasm for the product with a range of activations as well as continuing our solid earned media relations strategy for the brand.”
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