Where Toy Brands Come to Play and Grow
Increase your sales by 30% with marketing as fun as the products you sell.
We understand the toy industry
We get the realities you face…tight budgets, rising costs, intense competition and a market that shifts with every season and social feed. Standing out has rarely been harder. Nor has the challenge of deciding where to invest, especially when you're not yet sure how a product will perform.
Tight
budgets
Intense
Competition
Trend-driven market
Digital entertainment
Low-quality imports
Reliance on licensed IP
How your marketing can actually deliver you results
AI Technology
AI is changing what's possible at every budget level. Brands embracing these tools are moving quicker and spending smarter, from faster concept development to content creation and trend forecasting.
Kidult
The lines between kid and adult play have never been blurrier. Brands that speak to both audiences unlock a larger, higher-spending market that traditional toy marketing overlooks.
Trends
In a trend-driven market, timing is everything. The brands that spot cultural signals early and have the agility to act are the ones that define the moment rather than chase it.
An agency that you can trust
Your goals drive everything we do. That's why your marketing is designed and delivered to work in the real world not just in theory.
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SDM have always impressed me with their energy, passion and commitment to creating the best solutions. With Alistair on the team, challenges turn into creative opportunities and things get done to a high standard, on time every time.
Cecilia Weckstrom
Senior Director -
SDM combine sharp strategy with genuine creativity. They created Rubik’s marketing strategy, led a full rebrand, and redesigned our packaging, driving a 40% uplift in global sales. They listen, exceed expectations, and deliver with honesty, commitment, and remarkable results.
Christoph Bettin
CEO and CFO -
Alistair is an exceptional digital strategist and executer. He is also very focus on measuring value and optimising towards creating the most value. You can always count on Alistair to be forthright and honest.
Allan Lykke Christensen
Director -
It’s been great working with SDM. They were always highly responsive and accommodating of feedback and change requests. Very much valued their support and quick turnaround.
Oli Thomas
Director - Veritasium -
I always rely on SDM for all our marketing needs, and they never disappoint. Alistair has a remarkable talent for turning a simple brief into a comprehensive and effective strategy.
Neil Barras-Smith
Founder
WELCOME TO SDM
I’m Alistair, the founder of SDM.
For 25 years, businesses like yours have trusted my expertise to deliver strategy & creative that works in the real world.
I founded SDM in 2017, to have an honest approach to digital marketing that brings fresh ideas, sharp strategy, and a friendly team that feels like an extension of your own. We support toy brands by delivering connected digital marketing strategies and creative content that achieves your goals. Clients stay because results last and great relationships matter.
PARTNER WITH AN AGENCY THAT GETS YOU RESULTS
Our proven marketing strategies have achieved some amazing results.
Recent client outcomes include:
40%
INCREASE IN GLOBAL SALES
Full strategic marketing refresh, re-establishing the Rubik’s Cube, leading to +40% global sales in 2 years and company sale of $50m
400k
KIDS ENGAGED
Multiple campaigns over 2 years working with LEGO, including a sustainability project that reached 400k+ kids
7.4M+
VIEWS ON YOUTUBE COMBINED
Working with toy innovation company WOW! Stuff, launching a flagship animatronic toy. With over 7.4m views on TVC
$1.4M
FUNDED KICKSTARTER CAMPAIGN
Design and messaging for the science trivia game and Kickstarter page that helped achieve 30x original funding goal within 31 days.
Case studies
You deserve an agency that delivers for you
Reliable
Focused
Experienced
Get everything you need to build and grow your brand with confidence
Marketing strategy
Brand design
Website development
Digital marketing
Outdoor media
AI powered creative
Our guarantee to you
Try us with confidence. Your first 30 days are risk-free. If you don’t see the value or decide it’s not the right fit, you won’t pay for any undelivered work. It’s our way of making sure your first step is a confident one.
Ready to see how your marketing can actually deliver you results?
1. Book in a call
A discovery call with the founder Alistair, gives you the chance to outline your challenges and uncover fresh opportunities.
2. Success Plan
You’ll receive a clear plan that highlights your opportunities and shows the path to achieving your goals.
3. Work together
Once you’ve reviewed your plan, you’ll be ready to get started, clear on how we’ll work together and how to achieve the best results for you.Have a project you want to discuss?
Let's chat
Frequently Asked Questions
Here are some of the questions we get most often
We offer a full and flexible marketing service to suit your requirements. We are trusted by global toy brands to deliver business critical projects, often with tight deadlines. We work across all marketing disciplines, so you don't need to work with multiple agencies to deliver a single project.
Our experience gives us insight into both kid & parent motivations and commercial landscapes. We fully understand the toy industry challenges and how to authentically engage with kids and parents.
Yes, we want to make sure you can feel confident that you have made the right choice working with us. We believe in earning your trust from day one. That’s why your first 30 days with us are all about delivering you value and building a strong relationship. If it’s not the right fit, no payment is needed on the undelivered projects. Guaranteeing you a positive first step towards creating something great together.
We work across both B2C & B2B marketing, either separately or clarifying the message across a company’s outreach to both target markets. We help strategise and create consistent brand content to help support B2B teams in converting new clients.
We adapt our process according to your needs and what will ultimately bring you the best results. Below is an outline of the type of plan you can expect.
- Defining the campaign goals and objectives
- Conducting market research
- Developing a target audience persona
- Choosing marketing channels
- Creating a content plan
- Designing the campaign
- Launching and tracking the campaign
- Analysing and optimising
Our 90-day Accelerator Sprint, specifically for toy brands, is designed to complement your current strategy and align with your goals. By reaching the right people at the right time and demonstrating your value clearly, we:
- Boost growth by reducing cost per acquisition by up to 30%
- Increase customer loyalty by 40%
- Increase year-on-year revenue by 60%
We can work as an extension to any in-house team and we do exactly this with many of our clients. We have previously been brought in to support marketing, creative and development teams with our expertise or to handle the overflow of work. We also work with in-house teams to equip them with the tools to implement their long-term goals.
You will work directly with Alistair, the Founder and Strategic Director with 25+ years’ experience. Alistair brings in his team of marketing and creative experts to support you and achieve the best results. The team is there to work with you all the way.
We don’t lock our clients into long contracts. We just ask for the time to implement the services effectively and generate results.
Our Accelerator Sprint is completed in 90 days. For any other work, we only ask that you give us a month’s notice or to finish off the project we are working on with you.
No, we work with clients and projects of all shapes and sizes and make sure we tailor our services to suit your budget.
Simply set up a call in my calendar or email alistair.bb@summerdaymedia.com to set up an introduction meeting with Alistair, to discuss your needs and the ways we can support you.