Double Edge PR | Roominate
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About This Project

Roominate is a toy range developed by two female Stanford Engineering students who perceived a major gap in the market for building toys for girls. The range is distributed by Modern Brands and our PR strategy was to tell the story behind the toy’s creation and its focus on STEM. There were two phases in the PR program: Launch (Feb-May) and Christmas (Oct-Dec).



  • Media/Blogger Launch at The Australian Toy, Hobby and Licensing Fair PR (March)
  • Media Road Show with US creator, Alice Brooks (3 Cities)
  • Strategic Partnerships (STEM, Universities, Industry)
  • Media Relations program, product reviews, seeding
  • ‘Must Have Christmas Toy’ campaign – media relations, grassroots, social influencers



  • 7 TV stories at Launch (including Channel 7 News, Sunrise, Toasted, ABC3)
  • 80+ editorial and blogger inclusions
  • Good support for the Brand from retailers