This Is Flow wins media pitch for children’s audio brand
Children’s audio brand, Yoto, has appointed independent media agency, This Is Flow, to spearhead its launch into the Australian market following a competitive pitch.
This Is Flow won the pitch by demonstrating a comprehensive understanding of Australian parents, uncovering new audience opportunities and media spaces, and presenting a strategy combining immediate impact with a long-term vision for the brand’s local growth.
The agency will handle all media strategy, planning, and buying – excluding paid search and social which are managed by Yoto’s global team, headquartered in the UK.
“We’re incredibly excited to partner with This Is Flow as we bring Yoto to Australian families. Their deep understanding of local parents, coupled with their innovative approach to media strategy, made them the perfect partner for our launch,” said Yoto’s Anaelle Bayet, head of marketing Europe.
“At Yoto, we’re passionate about empowering kids through audio that sparks their imagination, independence, and learning. With Flow’s expertise, we’re confident we’ll inspire families across Australia to make Yoto a cherished part of their everyday routines.”
Known for its flagship audio products – the Yoto Player and Yoto Mini – the brand helps empower children by letting them independently explore audio via its products. The screen-free, ad-free, mic-free audio player and content platform puts kids in control of what they listen to, opening up creativity.
Yoto’s card store has over 500 titles from leading publishers including Disney/Pixar, Marvel, Queen, The Beatles, Roald Dahl, Harry Potter, and more.
“I’m thrilled to collaborate with a brand like Yoto,” said Jimmy Hyett, founder and CEO of the agency.
“They champion kids’ independence and freedom to explore and as a father, it’s such an important part of parenting – and my kids can’t get enough of their Yoto cards. We’re looking forward to establishing Yoto as a household name for all Australian families.”
In October, Yoto appointed Sling & Stone as its PR partner, which will help with its Australian launch. The debut included a major consumer-facing event, earned media, and creator and community management which saw the product sell out.
This Is Flow launched Yoto’s first campaign in November, timed to resonate with families during the pre-Christmas period.
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