INTRODUCTING TOTAL TOY CREATIVE
Something Is Shifting.
And Most Toy Brands
Aren't Ready.
The way parents discover, trust, and buy toys has fundamentally changed.
The Toy Industry
is at a Crossroads.
The toy industry has reinvented itself before from TV to Social Media. Brands that once lived in holiday catalogs and Saturday morning commercials learned to build TikTok followings and influencer pipelines.
But a new shift is underway that social media alone cannot solve.
The window to get there first is closing faster than most people in this industry realize.
Most Toy Brands Are
Already Behind.
There are four levels of brand visibility right now. Most brands are ONLY at Level 1 and think they're covered For the Next Shift.
Level 1.
SOCIAL MEDIA ONLY
TikTok Shop and Instagram are converting real sales right now, but when social is your entire strategy, you're handing control to an algorithm that doesn't care about your launch window. You're renting attention. (And rent always goes up.)
Level 2.
OWNED WRITTEN CONTENT
Blog posts, written toy reviews, and long-form articles is content that compounds over time, shows up in Google search, and gives parents somewhere credible to land before spending $50 on a toy. Most brands know they need this. Few are executing it consistently enough to rank.
Level 3.
Video & Audio Podcasts
Video podcasting is the fastest-growing content format on YouTube and Spotify right now, and it is not the same as a traditional YouTube video. A brand featured in a podcast episode is an editorial recommendation from a trusted voice, not a sponsored placement parents have learned to ignore. Almost no toy brands are here.
Level 4.
AI Search Visibility
Parents are opening ChatGPT, Perplexity, and Google's AI Overview and asking which toys to buy. The answers are pulled from indexed, expert, multi-format content such podcasts, blog posts, and written reviews from credible voices with real authority.
Social content can appear in AI results, but it's treated as a secondary signal compared to long-form, cross-platform, indexed content from a consistent authoritative source.
If your brand exists only on social, you're a footnote in those answers at best.
The brands building a multi-format content presence right now will be the default recommendation before anyone else even enters the conversation.
Stop Pouring Cash Into Toy Marketing That Parents Will Soon Ignore!
Great Numbers.
Wrong Scoreboard.
TikTok impressions. Instagram reach. Influencer views. These are real numbers, and for impulse purchases at the right price point, they convert. However, they measure visibility in a single moment, on a single platform, controlled by a single algorithm. That's one scoreboard.
There's another score most toy brands aren't tracking at all, and it's the one that determines whether a parent finds you, trusts you, and buys from you when they're actually ready to spend.
68% of Gen Z consumers read or watch at least three reviews before making a first-time purchase. They discover on social, then they go looking for more. (Snipp Consumer Survey)
That research moment is where most toy brands disappear. No podcast episode. No review post. No trusted voice confirming the toy is worth it...and increasingly, that research moment means asking AI.
Today's parents aren't looking for hype; they're looking for help.
66% of Gen Z respondents say quality and authenticity are the most important attributes influencing their brand decisions. (Source: IBM/National Retail Federation)
53% of Gen Z consumers prefer brands that clearly understand them as individuals and reflect their personal identity. (Source: IBM/National Retail Federation)
48% of Gen Z are categorized as "Brand Connectors," meaning they strongly identify with brands and actively want their voices to be heard. (Source: IBM/National Retail Federation)
Why does AI care what kind of content you have?
Because AI is built to find answers, not moments.
Social content is optimized for in-platform feeds with short, unstructured information, built for engagement. It can appear in AI results, but as a secondary signal.
What AI is designed to surface is content it can actually read, understand, and cite with confidence with schemas, transcripts and SEO, which is found in podcast episodes, blog posts, long-form video, and indexed reviews.
When a brand is cited in an AI Overview, their click-through rate is 35% higher than every competitor that isn't.
The prefered AI formats of evergreen, longform, indexable content answers questions thoroughly and demonstrate genuine expertise which it prefers. That's not a coincidence or a concept. That's how AI works.
Brands with only a social presence are showing up as a footnote in those answers at best. The brands building a multi-format content foundation right now are pulling ahead, and every month without it is a month of authority they will never get back. (Seer Interactive, 2025)
Google's AI Overviews now appears in over 50% of all search queries. Up from just 6% at the start of 2024.
So now we need a video and podcaster, AI and SEO expert and a blogger?
No. You JUST need one person who does all of it.
It's true that you'll appear in AI search whether the longform indexable content comes from one creator or several. However, when it comes from the same trusted voice across every format, something more powerful happens.
AI doesn't just see multiple corroborating signals. It sees a single authoritative entity with a demonstrated presence across every channel.
That pattern of consistent, cross-format expertise from one credible source is the strongest authority signal that exists.
1.
One trusted voice, consistent across every format, every platform, every moment of the buying journey, all year long. That's not just more efficient. It's exponentially more powerful.
2.
When AI sees the same credible expert covering your product across podcast, blog, social, Amazon, and traditional press simultaneously, it doesn't see a campaign. It sees authority, and authority is what gets recommended in AI.
That Pipeline didn't exist in the toy industry....until now.
Introducing...
This is a full-year content and media partnership for toy brands who are ready to show up where parents are paying attention: in podcasts, in search results, in AI, in press, and on TV.
Each quarter, you submit three product priorities. One goes through the full content pipeline. All three get editorial consideration.
What’s Is Total Toy Creative?
Submit three product priority submissions each quarter, and one product receives each quarter:
Video Podcast Roundup Inclusion
Your product featured in a curated roundup episode on YouTube alongside complementary brands.
Roundup Blog Post Inclusion
Your product included in a curated listicle post in another SEO touchpoint for parents searching for solutions.
Audio Podcast Listicle Inclusion
Shared Audio Podcast Listicle
Distributed across Apple Podcasts, Spotify, Amazon Music, and iHeartRadio.
Dedicated Toy Review Post
A standalone SEO-optimized blog post written around your product, searchable and shareable.
Newsletter Inclusion
Promoted to our growing email list of engaged parents with special deals, shoppable links and features.
Amazon Live Roundup Inclusion
Your product featured in a live Amazon shopping session, directly in front of buyers at the point of purchase.
Social Media Amplification
Published across TikTok, Instagram, Pinterest, LinkedIn, and Facebook with paid amplification included.
Other Editorial Opportunities
All three of your quarterly product priorities are considered for traditional media opportunities.
the value doesn’t stop there, you’ll also get
Introduce the Bonuses.
THE USP OF THIS BONUS
Name of the Super Bonus
01
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THE USP OF THIS BONUS
Name of the Super Bonus
02
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THE USP OF THIS BONUS
Name of the Super Bonus
03
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Total Toy Creative is Built For Brands That Are Ready!
You're a GOOD fit if one of these sounds like you:
You're a founder-led indie brand who needs a credible, consistent content presence but doesn't have a full marketing team to build it.
You're tired of one-off influencer deals that produce a post, not a partnership, and you're ready for something that builds over time.
You're a mid-size toy brand with a marketing team that needs a trusted media partner who already has the audience, the credibility, and the press relationships.
You want your products in front of parents who are actively buying, not just scrolling, and who are looking for video, audio, written content and community.
Charlene DeLoach, Your Partner
Charlene is a toy industry expert, media personality, and the founder of The Toypreneur and Playroom Chronicles. Two brands built to bridge the gap between toy companies and the parents they're trying to reach.
With 15+ years in the toy industry, 25 Years in business, 200+ TV appearances, and 350+ third party published articles, she's one of the few people who genuinely occupies both sides of this conversation: the industry insider and the parent who lives it every day.
When she recommends a toy, parents listen because what separates Charlene from every other toy reviewer, blogger, and industry voice is how she thinks about play itself.
She coined the concept of Off Label Play. The idea that any toy can become far more than its intended design when a parent understands how to use it. She argues that screen time is a toy problem, not a screen problem because when kids have the right toys and someone who shows them how to play with them, screens stop winning by default. Additionally, she's been making the case for years that the brands who lead with play instead of product are the ones who build the kind of loyalty that no ad budget can manufacture.
This philosophy is the lens through which she evaluates, recommends, and talks about every single toy she covers, and it's what makes her audience trust her in a way that goes far beyond follower count.
One Per Quarter
valueD AT
Video + Audio PodCAST$6,000
Dedicated Toy REview Blog Post$2,000
Roundup Blog Post Inclusion $1,000
Social media amplification$4,000
Amazon Live Inclusion$1,500
Newsletter Inclusion$1,200
+ editorial/Media Considerations Priceless
LIMITED TIME BONUS! Summit SPONSOR$2,000
VALUED AT =
$37,700++
Total Value = $37,700+
Regular Price = $15,000
Q2, Q3 or Q4
Quarterly Rate
$4,000
Plus Product Samples
One product receives:
Full content pipeline (video and audio podcast, blog roundup and review, five social media posts, one newsletter mention, one Amazon live inclusion.
Editorial consideration for that quarter.
Three product priority submissions for that quarter.
12 Months
Annual Rate
$10,000
Plus Product Samples
Four products receive:
Full content pipeline (video and audio podcast, blog roundup and review, five social media posts, one newsletter mention, one Amazon live inclusion.
Editorial consideration for the year.
Three product priority submissions per quarter.
Summit Sponsorship.
Quarterly Sidebar Ad Placement.
If You Are Not 100% Satisfied.
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Lorem ipsum dolor sit amet, consectetur adipisicing elit. Autem dolore, alias, numquam enim ab voluptate id quam harum ducimus cupiditate si-
CUSTOMER TESTIMONiALS FOR YOUR PRODUCT
Real People + Real Results
SUMMARY OF THEIR RESULT
“This isn't fluffy marketing”
This isn't fluffy marketing—it's deep, actionable insights that transform your brand into something families cherish. We've never felt so clear, confident, and connected.
Mark O.
SUMMARY OF THEIR RESULT
“We stopped chasing influencers.”
Working with Charlene changed our entire approach. We stopped chasing influencers and started creating genuine excitement. Parents now look for our toys by name—not by clicks.
Jessica T.
“A really strong testimonial that confirms the transformation that is waiting.”
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- JANE AWESOME Acme, Co.
FAQs
Good Questions.
Straight Answers.
Is this a good fit if we only have a few products?
Total Toy Creative works best for brands with an active product line of 10 or more SKUs. With three product submissions per quarter, you want enough variety to keep the content options editorially relevant across different seasons and story angles. If your line is smaller than that, reach out anyway, it may still be a fit depending on your launch calendar or product, or we can offer a discount.
Is the placement guaranteed, or is it editorial?
The content pipeline placements (podcast, blog, social, Amazon Live) are guaranteed as part of your annual partnership. Traditional media pitching is editorial by nature. Charlene considers your products, but press coverage is not guaranteed by anyone who's telling you the truth.
We're an agency. Can we buy one partnership for multiple clients?
Total Toy Creative is one brand, one partnership. The editorial integrity of the content depends on Charlene's independent voice, and that voice can't serve multiple competing brands under a single agreement. Each brand your agency represents would need its own partnership. Reach out to discuss agency arrangements with a discount.
We're a larger brand with a marketing team. How does this fit our existing strategy?
Total Toy Creative works best as a credibility and reach layer on top of your existing marketing. Charlene's audience trusts her independent voice, and she's not your average content creator. That's exactly the kind of third-party endorsement that's hardest to manufacture and easiest to leverage.
How does the product selection process work each quarter?
At the start of each quarter, you submit three product priorities. Charlene selects one for the full content pipeline each quarter based on editorial fit, seasonality, and audience relevance.
What if I want more than one product in the full content pipeline?
That's a conversation worth having. Reach out and we can discuss options for expanded coverage.
What is the Summit?
The Summit is an annual event bringing together toy industry professionals and engaged parents around the future of play. Scheduled for October 2026, it's a focused gathering built around the intersection of toys, parenting, and the changing play landscape and it's where the toy industry's most forward-thinking brands come to be seen.
What if I want more than one product in the full content pipeline?
That's a conversation worth having. Reach out and we can discuss options for expanded coverage.
