Golden Bear Toys x In the Night Garden 'Goodnight Igglepiggle'
Micro-influencer campaign to promote Golden Bear’s “Goodnight Igglepiggle” plush, highlighting its role in bedtime routines and driving awareness during the transition to longer autumn nights.
showcasing bedtime rituals with preschoolers and integrating Golden Bear product into these routines.
total views: 149,150
Engagements: 10,084
ER by Reach: 22.16%
Golden Bear Toys x In the Night Garden 'Goodnight Igglepiggle'
Golden Bear partnered with The Wyld Bunch to deliver a standout seasonal campaign for the “Goodnight Igglepiggle” plush toy. Tapping into the emotional space of bedtime with preschoolers, the campaign focused on how this gentle, light-up, music-playing plush supports comforting evening routines.
Timed for late October, the campaign ran as clocks went back and evenings got darker making the product even more relevant as a tool to ease transitions at bedtime.
20 micro-influencers across the UK received the toy and were briefed to create Reels that:
- Show the plush integrated into their child’s bedtime
- Emphasise soothing lights, gentle music, and cuddly texture
- Reflect the shift to darker nights and the importance of calm routines
This campaign brought the Igglepiggle Bedtime Plush to life through trusted parenting voices, positioning it as the go-to bedtime companion for babies, toddlers, and preschoolers. Partnering with 20 UK-based parent creators, we captured calm, at-home evening routines to showcase how the plush supported wind-down time with its gentle lights and soothing sounds.
Results:
- 149,150 total views across Instagram
- 10,084 total engagements
- 22.16% engagement rate by reach, exceeding typical benchmarks for parenting-led content
By focusing on relatable parenting moments and bedtime-specific storytelling, the campaign built strong visibility among UK families, driving emotional connection and product consideration during a key gifting period.
Impressions (views): 149,150
Engagements: 10,084
Ave. ER by Reach: 22.16%
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