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Dominating the TV Airwaves: 165 Segments Booked


When The Toy Insider, the most influential consumer toy publication, was ready to introduce its coveted, annual holiday gift guide and hot toy lists, the magazine turned to LKPR. The goal was to generate broad awareness of their expert picks and drive traffic to, largely through earned TV broadcast.


LKPR brought the 380-toy-guide to life and took it on the road, offering national and regional TV programs original editorial content. Fun, interactive segments were developed on a wide variety of topics starring The Toy Insider’s five media trained editors.


Appearances included national segments on CNBC Power Lunch, FOX & Friends, HLN Weekend Express, among many more, plus regional airings in 11 of the top 20 media markets.


The campaign resulted in 165 original TV placements and hundreds of millions of earned media impressions—in just four months. During competitive November and December months, an editor from The Toy Insider appeared on TV almost every single day, driving unprecedented brand search and site traffic.


The program won a PRSA-NY 2018 Big Apple Award and is repeated annually.

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