Promotional Tour Touts a Better Toy Experience

Arnold Division Drives Grassroots Effort for E-Commerce Startup
BOSTON–A fleet of five brightly colored vans are bringing Toysmart.com products to kids across the country.
Toysmart, a 10-month-old e-commerce company based in Waltham, Mass., champions “good toys”–high-quality, hard-to-find products that stimulate a child’s imagination.
The vans will make more than 300 stops in 22 cities by Thanksgiving. Dubbed the “Good Toy Tour,” the promotion was conceived by staffers of Arnold Brand Promotions.
The group, overseen by executive vice president Beth Rice, presented the idea to Toysmart executives when Boston-based Arnold Communications pitched the account at the beginning of the year.
“Anybody can do TV, print and radio,” said Toysmart marketing vice president Kelly McGovern.