MGA Entertainment Canada

Generating Year-Round Product Placement for MGA Entertainment Canada

Toy coverage during the holiday season is a given, but what about the rest of the year? Paradigm was challenged to increase share of voice throughout the year for key MGA toy brands.

MGA and Paradigm made toy-giving a year-round celebration with a comprehensive bilingual PR program, focused on mom bloggers, parenting media and mainstream news outlets, which showcased toys for every occasion, from Valentine’s Day to Halloween. Paradigm formed strategic partnerships with key influencers and bloggers to encourage hands-on toy trials.

The campaign produced more than 380 stories with a reach of more than 55 million. Product images were featured in 98% of the coverage and the cost per contact for the year was $0.001.

Produced more than


for a total audience reach of