Amazon asked Press Association Assignments to support the launch of its annual Top Toys for Christmas list, highlighting the products it expected to be among the season’s bestsellers. With strong natural interest from family, consumer and lifestyle media, the opportunity was to turn Amazon’s supplied lifestyle and product imagery into editorial content that publishers could use quickly and easily. Our role was to shape the material into a compelling news story, prepare it for distribution through the PA wire and help extend its reach across national, regional and parenting media at a key point in the Christmas shopping calendar.

With only a couple of days between receiving the brief and the planned release, the content needed to be turned around quickly while still feeling editorial rather than promotional. No original photography or production was required, so the focus was on how the supplied assets and story were packaged. Our Hydrogen journalists adapted the copy and reduced some of the overt Amazon branding to create a more news led piece, supported by strong lifestyle and product imagery. The finished story was distributed through the PA wire under Hydrogen, while Ginger Comms supported the campaign with proactive media outreach to help maximise opportunities for coverage.

The campaign secured 17 high quality pieces of coverage across some of the UK’s most recognisable national, regional and parenting titles, including The Sun Online, Evening Standard, The Independent, The i Paper, The Herald, Chronicle Live and Netmums.

The breadth of coverage placed Amazon’s Top Toys list in front of multiple audiences at a key moment in the Christmas buying season. It also demonstrated the value of Hydrogen Creates: taking existing brand assets and combining editorial expertise, PA wire distribution and proactive media outreach to turn them into a story with genuine media impact.