Reconnected Appointed as Playgro’s global Full-Service Marketing Agency

Playgro has appointed Reconnected’s as its global full-service marketing agency of record. This appointment will see Reconnected develop a comprehensive marketing strategy, brand evolution, sales strategy and TTL marketing programs for Playgro globally.

The partnership aims to align a transformed marketing program with Playgro’s ambitious three-year horizon, which includes plans for significant geographical, retail, and product expansion.

Says Michiko Evans, Global Product Lead at Playgro: “As we move into our next chapter at Playgro we are looking forward to significant geographical, retail, and product expansion, it’s crucial to have a marketing partner that shares our vision. After meeting several agencies, Reconnected’s commercial-first focus and connected service offering make them the ideal partner for this journey.”

In addition to this, Evans spoke to the need for rebuilding the marketing function within Playgro. “Our leadership team in early 2023 recognised the need to realign our marketing function to better integrate with sales, product, and finance, in the global space. Reconnected’s empirical-first, yet highly practical and commercial approach, is unique in the market and perfectly aligns with where we are heading.”

Jake Ford, Founder and Managing Director of Reconnected, emphasised Playgro’s significance in the baby toy industry: Says Ford: “For over 30 years, Playgro has been a cornerstone in the baby toy industry, bringing laughter and fun to children in over 100 countries. Our team invested significant time and effort to best understand Playgro’s business holisitcaslly to ensure that our marketing plans and brand will work for the entire business. We co-built a mandate that what we create needs to work from the warehouse, to sales teams to retailers & consumers.”