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Child's Play Communications adds toy clients

TIA's Julie Livingston joins staff

Playthings Staff -- Gifts and Dec, 7/6/2010 4:21:37 PM

NEW YORK - Child's Play Communications is the new agency of record for the following clients: Summit Toys, makers of the Backyard Safari Outfitters and Zillionz brands; Toy State, manufacturer of lights and sounds vehicles including the Road Rippers and CAT-licensed brands; and The Shred Sled, makers of a dual deck caster board. The public relations firm specializes in reaching moms, using traditional media, social media and word-of-mouth.

"We are delighted to welcome our new toy industry clients," said Stephanie Azzarone, president. "Obviously, toys are a product category of great interest to moms, and we look forward to helping these companies solidify their engagement with this critical market."

The agency has a long history representing toy companies. Clients have included Hasbro, K'NEX, Elmer's (and its Giddy Up division), Spin Master and JAKKS Pacific, among many others. Azzarone moderated a panel discussion at the 2010 Toy Fair, entitled, Connecting With Moms In Social Media - Blogs, Twitter and Facebook, which featured representatives from toy clients K'NEX and Hidden City Games, as well as several noted mom bloggers. She was named 2010 Social Media Innovator of the Year by Bulldog Reporter.

To build its toy industry clientele, Child's Play recently named Julie Livingston, former senior director, public relations, Toy Industry Association, as its director, business development and accounts. Livingston oversaw industry communications as well as product and event-related publicity for American International Toy Fair and the Toy of the Year Awards. Previously, she was a director, corporate communications at Scholastic, the children's publishing and entertainment company.

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