To promote the toys : Doctor Squish, Misfittens, Play Doh and Lite Brite online, mainly in France, a multi-network influencer marketing campaign was set up by WTT and Gencode, with a first launch wave in early September, corresponding to Back To School, and a second wave of launches in early November, to coincide with Christmas. Authentic content was published on Instagram and and Tiktok, considerably increasing the product’s online online visibility of the product, and therefore potentially sales.