Bath-based public relations firm Highlight has been appointed to manage PR and social media for the iconic collectable toy range Sylvanian Families.
The appointment by Japanese toy maker and Sylvanian Families creator EPOCH also includes its Aquabeads art range and follows a four-way competitive pitch.
Created in Japan in 1985 and launched two years later in the UK, Sylvanian Families is a classic toy brand comprising collectable animal figures, playsets and dolls houses. 
It is the only toy line to have won the Toy Retailers Association’s Toy of the Year Award in each of its first three years (1987, 1988 and 1989).
Around 100m Sylvanian figures have been sold worldwide since launch, and today the brand commands 20% of the UK doll play sets & theme sets category, according to recent figures.
EPOCH will be celebrating the 30th anniversary of Sylvanian Families next year.
Highlight’s role is to reach children aged four to eight – both existing and potential fans of Sylvanians – and their parents, plus extended family members who are gift-givers.
Another key objective is to recreate a sense of nostalgia among ‘second generation’ parents, driving them to introduce their offspring to the brand they loved as children.
The campaign will include the creation of engaging online content shared across a range of social media platforms, support on fan club newsletters and blogging, editorial competitions and a range of PR activities targeting national, regional and trade media.
Highlight is also managing EPOCH’s Aquabeads brand – design-based bead sets which stick together when sprayed with water. Creation of imaginative online content to share across social media platforms will again be a key part of the activity, together with product PR, editorial competitions and trade PR.
Highlight PR director Alison Vellacott said: “We’re delighted to be working on such an iconic, heritage brand as Sylvanian Families.
“When you mention it to people, so many say how their child loves playing with them, or that they have all their Sylvanians carefully stored in their attic ready for the next generation. We’re looking forward to tapping into that love for the brand and nostalgic sentiment.”
Highlight PR specialises in consumer PR for baby, kids and family brands and licensed characters and B2B PR for architects, designers, events, leisure and creative companies.
