Founded in 2018, The Kid Collective was a sister site to their successful sustainable baby store, The Nappy Gurus. A female-led team, The Kid Collective is proud to offer its customers a fantastic collection of brands championing fun, imaginative and inclusive play for all. While also giving its customers the best prices, sustainable choices, and a friendly, fast customer service experience.


pieces of coverage


backlinks built to the site


increase in conversions


increase in new users

The Brief

Wild PR began working with The Kid Collective in August 2022. We were brought on board to strengthen the domain’s backlink profile and enhance the toy retailer’s brand awareness. 

To meet the objectives of raising the brand’s overall profile, attracting customers, strengthening the backlink profile and supporting business growth, the team developed a full activity matrix that included digital PR campaigns, PR mailers, advice-led content, and gift guide activity

The Results

In our time working with The Kid Collective, we’ve developed a variety of PR campaigns and PR mailers, which have generated a total of 321 pieces of coverage and 318 backlinks to the toy retailer’s site. This coverage has generated a PR reach of over 1.1 billion. 

A standout PR campaign includes ‘Disney Baby Names’. Focusing on national, lifestyle, and women’s interest press, we launched a reactive digital PR campaign after Molly-Mae revealed her newborn’s name – Bambi!

Molly-Mae shared the news on January 29th. We quickly analysed ONS data to identify the most significant increase in baby names inspired by Disney characters. This helped us pinpoint the top ten Disney-inspired names for boys and girls.

After speedy desk research, we drafted a press release the same evening, highlighting key findings. We shared it with the client the next morning for approval before reaching out to the press. The Kid Collective approved the press release by 7:30 am the morning after the name announcement, and outreach began at 8:00 am. 

This campaign achieved a total of 107 pieces of coverage and 84 links built to the site, with standout features including Mail Online (DA 94), Cosmopolitan (DA 91), Marie Claire (DA 86), and Hits World Radio (80). 


baby sleeping in cot and The most popular Disney baby names from Aurora to Woody title
The Kid Collective coverage in Marie Claire


The reactive campaign made an instant impact on website traffic. The day after launching the Disney-inspired baby names campaign, The Kid Collective saw a +129% increase in referrals compared to the day before.

E-commerce metrics showed positive growth too. After the campaign launch, checkout completions rose by +78%, transactions by +70%, and revenue by +74%. Sales for that day surpassed those of the entire week before and after the campaign.

During the two-day period, other metrics also increased: users (+67%), new users (+70%), sessions (+81%), and page views (+215%). The homepage visits spiked by +247%, and there was a whopping +1,000% surge in users signing up on the ‘account’ page.

Another PR campaign we launched focused on indoor rainy day activities children could participate in during the Summer holidays. However, after a heatwave in the UK, we swiftly reangled the campaign to focus on indoor activities for children when it’s hot outside, with the idea that it’s bad for a child’s health to be outdoors in the heat for too long. To add credibility to this statement, we gathered a comment from an NHS doctor who was able to confirm that keeping children indoors on hot days is necessary for their health. 

This campaign achieved 140 pieces of linking coverage and accumulated a PR reach of 84 million. This predominantly achieved coverage in regional titles, with standouts including Telegraph & Argus (DA 67), Oxford Mail (DA 77), and the Echo (DA 67).


young boy pouring water over head during heatwave
The Kid Collective coverage in The Telegraph and Argus


Focusing on national, lifestyle, and women’s interest press, we also designed a competition to find the UK’s most loved cuddly toy. To carry out this PR campaign, we asked the public to send images of their most loved toys and a sentence describing why their cuddly toy is the most adored in the UK.

With over 50 high-quality entries, participants shared detailed reasons for why they should win, accompanied by adorable images of their cuddly toys. The large number of entries posed a challenge in selecting a winner, but it also offered valuable insights for an SEO-focused blog on The Kid Collective website. Our outreach efforts secured an exclusive feature with the Daily Mirror, boosting our reach to 627,832 and significantly elevating brand awareness among The Kid Collective’s target audience.


Daily Mirror coverage for The Kid Collective
The Kid Collective coverage in the Daily Mirror


Daily Mirror coverage for The Kid Collective
The Kid Collective coverage in the Daily Mirror


In our first year working with The Kid Collective (August 2022 – August 2023), our Digital PR efforts made a significant impact. Compared to the year before we partnered with them, we saw positive uplifts across the board: users increased by 107%, new users by 108%, referrals to the site by 120%, conversations by 82%, and total revenue by 87%. Positively, The Kid Collective domain authority also increased by 7 positions, taking them from 18 to 25. 

Having worked with other agencies previously, I have been really delighted with the team at Wild. They are creative, motivated and attentive and I couldn’t ask for more.

Laura Davies

Founder - The Nappy Gurus

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