Interview: Fatherly Fuses Content And Commerce With Holiday Toy Activation
The Playroom from Fatherly is the online parenting and lifestyle publication's first major experiential consumer activation, taking the form of a playful and shoppable family popup designed to drive engagement and product sales in a more authentic way
Fatherly is a multimedia brand dedicated to creating content to support the contemporary millennial man, with a focus on parenting from the male perspective. This holiday season, the publication decided to stage a pop-up experience for the whole family in New York City. Though there are products for sale, via a partnership with Amazon that imbues each item with a QR code that leads visitors to the ecommerce page, the space is designed to encourage play, rather than purchasing. Fatherly hopes that the experience will help naturally inspire families to purchase, while providing valuable product feedback to brand partners like Lego and LittleBits from real parent and child consumers.