Toys are bought by adults, chosen by children and regulated more tightly than almost anything else a creator films. The season is also so concentrated that the calendar decides the campaign before the creative does.

Filming children carries obligations

Written parental consent, care about what is identifiable, and additional rules on advertising directed at young children, which Quebec restricts specifically. This is the category where getting the paperwork right before the shoot is not optional.

Show the toy surviving a real child

Not a styled child playing gently on a clean floor. Parents are assessing durability, whether pieces come off, whether it holds attention past ten minutes, and whether it can be cleaned. A pristine demonstration answers none of that.

Age labelling is a safety claim

The recommended age range relates to safety, not just to interest, and a creator showing a toy with a child clearly outside that range creates a problem. Put the age range in the brief as required wording.

The season is brutally concentrated

A very large share of the year's sales happens in a few weeks. Content has to be filmed in late summer, approved in early autumn and published from October, and a brand starting in November has already missed most of the buying.

The child is the veto, the parent is the payer

Two audiences in one video. The child decides they want it; the parent decides whether it is safe, worth it and likely to last. A video that only excites the child gets asked for and refused.

Keep reading

Find creators for your campaign →

Frequently asked questions

What is required to film children?

Written parental consent and care with rules.

What should the video show?

The toy surviving real play.

Is the age range important?

Yes, it relates to safety.

When is the season filmed?

Late summer, for an October launch.