RPA Ads Suggest Toys Free Mind

Learning Curve International suggests its toys free a child’s imagination in its first advertising effort from Rubin Postaer and Associates.

Print ads break in September issues of Child, Parents and Parenting magazines.

Chicago-based Learning Curve licenses the Lamaze name for the toy line. The Chicago office of Rubin Postaer was assigned the business earlier this year, said agency managing director Bill Marks.

The agency’s ads have a thought balloon over a child playing with a Lamaze Toy, which is topped by a ballon showing the similarly shaped Leaning Tower of Pisa. A man holding a camera is topped with the child’s head outside the Tower. Another ad has a kid playing with a box-like toy. His thought balloon has his head on a man playing the accordion.

“There’s no telling what babies think about when they play,” reads copy in both ads.

“It’s about taking it from a toy to an idea,” Marks said. “It’s all about imagination.”

The Lamaze branded line of toys is available online at lamazetoys.com and at specialty retailers such as FAO Schwarz and department stores, but not in more mass market toy chains such as Toys R Us, Marks said.

The Lamaze name, while most often associated with a form of natural childbirth, is licensed by various entities that want to seize on its connection with doing what’s right for the child. Marks said the Lamaze line of toys is aimed at parents who want their child’s playthings to be more than mindless diversions.

The ads are expected to run through the holiday season.