Top-tier influencers with monthly followings of at least one million views and a social reach of more than 500,000 will be voting for their favorite toys and games this spring. Selected products will be named to the official “Spring & Summer 2021 Influencer Choice List,” presented by The Toy Association in partnership with Clamour, producers of the largest annual industry summit from professional online video influencers.
Open to all toy and game companies, the list will recognize the top toys and games as voted on by a select panel of leading family and toy influencers in the Clamour network. The influencers’ picks will be revealed in an announcement tied to the Clamour Creator Summit, taking place May 18 to 20.
“The Spring & Summer 2021 Influencer Choice List offers a unique opportunity for toy companies to get their product into the hands of top-tier digital content creators from YouTube, Instagram, TikTok, and other platforms,” said Adrienne Appell, senior vice president of marketing communications at The Toy Association. “These influencers have a direct line to today’s kids and their picks will undoubtedly be driving toy sales. This is a not-to-be-missed opportunity for those in the toy and play space.”
The influencers who will be casting their votes are required to have a minimum monthly following of at least one million views on their main platform and a social reach of more than half a million. They will review each submitted products’ details (including photos and physical product, if available), before voting for their favorites. Voting will take place online from May 1 to 15. No employees or representatives of Clamour or The Toy Association will have any role in determining the selected products.
“Over the past year, influencers innovated new ways to entertain, educate, and bond with their audiences stuck at home,” said Jonathan Katz, CEO & co-founder of Clamour. “We are excited to build on the success of our partnership with The Toy Association and further connect the influencer community with the brands their audiences love.”
The cost to nominate a product is $199 for Toy Association members and $249 for non-members. There is a fee of $149 for each additional product submitted by the same company. The “Spring & Summer 2021 Influencer Choice List” will be unveiled during Clamour Creator Summit, taking place May 18 to 20. The deadline for submissions is April 23, 2021 at midnight (Eastern).