Toymaker Mega Pitches to Parents

By targeting concerns about too much structure in kids' lives, the growing toy company's ad campaign aims to sell creativity

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When a toy company sets out to build up a brand, it usually cranks out ads aimed at Saturday morning and after-school television. People magazine and The New York Times don't normally figure into the media plan. But Canadian toymaker Mega Brands has recently launched a campaign targeting an audience that doesn't watch much afternoon TV and often derides toy advertising: parents.

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