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Zapf Creation

Zapf Creation is an established brand name for toys and functional dolls and is the number one in Europe, but sometimes controversial. The discussions are centred around Chinese factories and the use of a plastic which could affect a person’s health. Zapf Creation commissioned Public Affairs to rebuild the trust of the target group and to present new products in the media for children, parents, gift givers and the toy industry.

The believability of the brand and the dialogue with the target group were rebuilt with a special corporate social responsibility project: public affairs organised Baby Born brother and sister courses in maternity clinics to which the local press was also invited. Children between three and five years old learn how to handle a new born child using a Baby Born doll and are prepared for the new family member in a playful way. This is meant to prevent jealousy and increase the joyful anticipation for the new brother or sister.

public affairs strengthened sales with classic product PR: by continually expanding on product recommendations public affairs achieved continuous positive reporting in consumer and trade media. Cool events provided further reasons to report on the brand: No Angel star Lucy introduces the new Missy Milly dolls, Star choreographer D! gives dance courses for Missy Milly fans. Tips for Christmas presents further push sales.

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