Twoof Australia’s most respected consumer PR agencies — Progressive PR and RoverCommunications — have merged, forming a consultancy with unmatched experience in the toys, children’s products and licensing industries.

With more than five decades in combinedPR and publicity experience, principals Jodie Artis and Anna Kirby have merged the two agencies to create a powerhouse in consumer PR and publicity.

The business will deliver services under the PPR mantle, with the agencies’ consolidation representing one of the largest kid’s focused portfolios in Australia, including Smiggle, MoPA, VTech& LeapFrog, Jazwares (Squishmallows) and JustPlay.

“Anna and I have worked alongside each other for many years,” PPR Managing Director, Jodie Artis said.  “And together we offer clients a breadth of experience that is unmatched by most others within the children’s products and licensing sector.

“From new product launches and evergreen brand support to licensing franchise activations and brand partnerships, I think we’ve done it all.  This merger allows us to offer clients what might be the most qualified team in Australia when looking at talking to families and kids about global and local brands in an impactful way.”

The move comes at a time of rapid transformation in the toy industry:

·       Australia’s toy market is thriving, currently valued at AUD $1.75 billion with projections to reach over AUD $2.3 billion by 2034 (source: expertmarketresearch.com).

·       Licensed toys account for 32% of global toy sales, extending into sports, anime, and niche entertainment IPs (source: simon-kucher.com).

·       Streaming and digital now dominate media consumption for kids aged4–9, making influencer campaigns and digital-first PR is central to product success (source: theguardian.com).

As well as toy brands, the team has worked on delivering activations and PR campaigns and partnerships for some of the leading global brands and licenses including Disney Doorables, Monopoly, Peppa Pig, Transformers, PJ Masks and MyLittle Pony.

From physical activations and collectible launches to influencer-led reveals and brand partnerships, the new combined team is uniquely positioned to help brands connect with today’s parents — and their kids — across multiple platforms.

The merger comes on the back of PPR joining the Assembled Group in 2024, a network of specialist marketing and communications businesses. 

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About PPR

Founded 25years ago, Progressive PR (PPR) has established itself as a leader in consumerPR, specialising in media relations, content creation and activations. Based inMelbourne, PPR partners with clients across regional and national campaigns in a variety of industries.

PPR is a consumer brand and lifestyle agency working in the earned media space. PPR helps organisations to connect with consumers by using the media they trust the most. Leveraging Media Relations, Influencer Engagement, Content Creation, Data& Insights and Ideation, PPR delivers impactful campaigns designed to cut through clutter. For more information, visit progressivepr.com.au.

About Rover Communications

Also based in Melbourne, Rover Communications was founded by Anna Kirby in 1995 and quickly became a go to for helping global brands build meaningful relationships with Australian parents and children, using media and influencer relations to add value to broader marketing initiatives, particularly within the children’s product, licensing and toy sector.  

About Assembled Group

Assembled Group was founded on the belief that a like-minded network of agencies, each with distinct skills, can collaborate to solve more challenges and seize more opportunities for clients.Clients require clarity, accountability, and partnerships focused on tangible outcomes—principles that define Assembled Group. Together or individually,Assembled agencies are committed to delivering breakthroughs in performance and communication effectively, efficiently, and affordably.

For more information, visit assembled.com.au.

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