Parents are faced with an overwhelming number of choices when it comes to buying toys. From shelves stacked high in stores to endless scrolling online, it can feel impossible to know which products are truly worth their investment of time and money. That’s where curated lists – whether award winners, accreditation programs, or trusted buying guides – come in. Done well, they don’t just highlight good products, they influence shopper decisions, build trust, and drive sales.
Highlighting Award-Winning Products
Shoppers are drawn to “badges of honor.” Awards and curated lists act as shortcuts for busy parents trying to choose between similar items. Retailers can make the most of this by clearly signposting award-winning products in-store and online, using consistent visual markers (stickers, shelf talkers, digital icons). Manufacturers should ensure their award wins are not hidden in press releases but brought to life through packaging, POS, and social campaigns that celebrate the product’s achievement.
Communicating Credibility
Not all lists are created equal. To resonate with today’s savvy consumers, credibility is key. Shoppers want to know that recommendations come from independent experts, real families, or trusted trade bodies. That’s why transparency matters: who judged the products, what criteria were used, and how the winners were chosen. The more retailers and brands communicate this clearly, the stronger the trust – and the less likely consumers are to see an award as just “marketing spin.”
Creating Campaigns That Tap Into Trust
Curated lists offer more than a logo for a box. They can be the cornerstone of a marketing campaign. Storytelling – sharing why a product was chosen, how it supports child development, or the difference it made to a family – makes the recommendation relatable. Social media posts, short videos, and in-store QR codes linking to reviews all help deepen consumer confidence. Retailers can also curate their own seasonal “must-have” lists, blending expert-approved products with local insights to guide holiday and birthday shoppers.
The Bigger Picture
Curated lists help parents cut through the noise, but they also raise the profile of the toy industry as a whole by highlighting quality, innovation, and developmental value. By using awards and trusted guides well, we can strengthen consumer trust and encourage parents to buy with confidence – which means children are more likely to end up with toys that truly enrich their play.
Products that carry the Good Toy Guide Recommended logo have been tested by child development experts and families. Highlight these on your shelves and online to reassure parents they’re making a smart choice.
Use shelf talkers, social posts, or QR codes to share why a toy earned its place in the Guide – from promoting creativity and problem-solving to encouraging active play. Parents trust recommendations that are evidence-based and child-tested.
The Guide’s categories make it easy to align expert-approved products with seasonal displays – from holiday gift guides to back-to-school play. Pairing these with in-store expertise makes your store the “go-to” for confident toy buying.
By spotlighting toys endorsed by the Good Play Guide, you’re not only promoting great products – you’re also showing families that your business cares about child development and purposeful play. That credibility keeps shoppers coming back.
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