From Playtime to Press Gold: How PlanToys Made Sustainability Irresistible
How a 40-year-old toy brand turned eco-friendly play into headline candy.
Before Don’t Be A Little Pitch
PlanToys was already a sustainability pioneer, making toys from rubberwood and recycled materials before it was cool. Parents loved them, green bloggers adored them… but in the noisy toy market, even “planet-saving” can get drowned out by plastic-peddling giants.
Their challenge? Get mainstream attention, in big-name outlets, without watering down their eco ethos.
They wanted:
- National press features in high-DA, high-traffic outlets
- Coverage that hit both parenting and lifestyle audiences
- A media narrative that made sustainability feel exciting, not preachy
So, they called in the PR troublemakers. And we got to work.
The PR Glow-Up
The Strategy
We didn’t just pitch “eco toys.” We pitched joy with a side of world-saving.
Our hook: Parents don’t have to choose between fun and the future. PlanToys lets you have both. We paired that with pop-culture-ready product picks, kid-approved reviews, and founder-level thought leadership that proved they’re not just a toy company; they’re the blueprint for sustainable play.
What We Did
Campaign 1: The Product That Pops
We leveraged their hero items, like the $20 bath toy made from recycled milk jugs — to land product features in outlets parents already trust for gift guides and must-haves.
- Good Housekeeping called it “Super-Fun” (32.8M monthly visitors, DA 88)
- TIME named them in “Best Toys for 2 Year Olds of 2024” (21.3M, DA 94)
- Patch spotlighted PlanToys for local buzz and brand backstory (11.7M, DA 91)
Campaign 2: The Story That Sticks
We flipped the script on “sustainability = sacrifice.” Instead, we made it aspirational — highlighting their circular production model, community impact, and how they’ve been “revolutionizing the toy industry” since before TikTok kids were born.
- GenTwenty ran a founder feature: Meet PlanToys: The Company Leading in Sustainability and Revolutionizing The Toy Industry
- Podcasts like Episode 546: PlanToys VP Rudy Valenta brought their mission into audio storytelling for engaged parent listeners
26
Total coverages
223M
Total audience reach
822k
Lifetime value views
66
Domain Authority
The Results
- 26 total pieces of coverage (online, social, and podcast)
- 232M total audience reach across outlets
- 822K estimated lifetime views of coverage
- 66 avg. Domain Authority high-credibility placements only
- 240+ social engagements amplifying the press buzz
The Takeaway
PlanToys didn’t just get more press, they got press that parents brag about. They proved you can make sustainability playful, earn spots in the biggest gift guides of the year, and turn a 40-year-old mission into a fresh media darling moment.
When you stop whispering about your values and start shouting them from Good Housekeeping rooftops? That’s when your brand becomes un-ignorable.
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New York, US
team@dontbealittlepitch.com
