1curiosity, a Japanese toy company, creates beautifully designed toys inspired by everyday objects to encourage open-ended, curiosity-led play in babies and toddlers. As they prepared to launch in the UK, the challenge was twofold: build brand awareness from scratch and generate real-world engagement and feedback from their core audience, families with one-year-olds.

Familia led a full-service UK launch strategy for 1curiosity, designed to introduce the brand to parents through hands-on experiences and widespread media visibility. The campaign focused on real-world engagement, trusted expert commentary, and authentic parent feedback.

Key activities included:

• Running exclusive 1curiosity Free Play Sessions across the UK, giving families the chance to explore the toys in a relaxed, child-led environment.
• Hosting a flagship launch event, THE BIG ONE, on Father’s Day in London, welcoming press, influencers and over 60 families with one-year-olds for hands-on play.
• Producing parent-led content and expert commentary from child development specialist Professor Sam Wass.
• Executing a nationwide PR campaign to generate brand awareness and credibility.
• Identifying and entering relevant toy and parenting awards to raise profile, build trust and validate the innovation behind the range.

Successful UK Launch: 1curiosity built a strong presence in the UK family market with high engagement and strong attendance at both local sessions and the main launch event.

Press and Parent Buzz: The brand received national press coverage, expert endorsements and hundreds of parent testimonials.

Retail-Ready Insight: Feedback from real families helped shape positioning for future retail and ecommerce partnerships in the UK and beyond.

Industry Recognition: The brand was shortlisted for leading toy and parenting awards, helping establish credibility with retailers, press and parents alike.