The Power of Strategic Partnerships
The right partnerships can take your business to the next level—expanding brand awareness, increasing customer engagement, and driving sales. In a recent Women in Toys, Licensing & Entertainment (WiT) webinar, Bridget Murphy, president of Envision Promotions, shared invaluable insights on creating ambitious and generous partnerships that benefit both sides.
With a career spanning Disney, Fox, and major corporate partnerships, Bridget’s expertise in brand collaborations has helped businesses grow exponentially. Her philosophy? Be ambitious in your partnerships and generous with your offerings—because when both brands bring value to the table, the rewards multiply.
Why Partnerships Work
Studies show that two-thirds of consumers make buying decisions after seeing a brand partnership. Why? Because collaborations create a warm recommendation effect—like a trusted friend suggesting what to buy.
When done right, partnerships offer:
Increased brand exposure
Access to new audiences
Credibility through association
Revenue growth with little to no out-of-pocket costs
Companies that prioritize partnerships grow twice as fast as those that don’t. Whether you’re an indie startup or a legacy brand, partnerships can be tailored to your size, resources, and goals.
How to Build the Right Partnerships
Creating successful collaborations isn’t about luck—it’s about strategy. Bridget shared the Envision Formula, a four-step process to finding the perfect brand partner:
1. Strategy: Define Your Target & Goals
Before reaching out to potential partners, clarify:
Who is your target audience?
What values should your partner share?
What is your key goal—brand awareness, sales, engagement?
For example, if you have a children’s educational toy, partnering with a family-friendly food brand could introduce your product to moms making buying decisions.
2. Selection: Finding the Right Fit
Not all partnerships are created equal. When making a list of potential collaborators:
Align on the audience—Would their customers love your product?
Align on values—Does their mission complement yours?
Align on resources—What assets can each brand contribute?
A great example is Sphero + Pinkberry:
Sphero, a tech-driven toy, wanted moms to engage with their product.
Pinkberry, a frozen yogurt brand, wanted to keep families in-store longer.
Solution? A co-branded experience where customers could play with Sphero toys while enjoying Pinkberry—driving engagement for both brands.
3. Outreach: Making the First Move
Many businesses hesitate when it comes to pitching partnerships. The key? Confidence and clarity.
Bridget’s top tips for outreach:
Use LinkedIn – Reach out to brand managers, partnership directors, and marketing leads.
Lead with value – Clearly explain how your brand enhances theirs.
Think beyond obvious categories – A toy brand doesn’t have to partner with another toy company. Hospitality, retail, and lifestyle brands are all great options!
4. Execution: Make It Mutually Beneficial
The most successful partnerships feel effortless and rewarding for both parties. Whether it’s co-branded products, sweepstakes, digital campaigns, or social media collaborations, each brand should walk away with clear wins.
A fantastic case study? Cranium + Post Cereal
Post wanted a high-value promotion to drive cereal sales.
Cranium wanted to get their games into more households.
The solution? A $10 Cranium coupon printed on 22 million cereal boxes, driving massive exposure with minimal cost to Cranium.
The result? $2M in revenue grew to $44M. That’s the power of an ambitiously generous partnership!
Tips for Small Businesses: Start Small & Scale Up
Even if you’re a startup or independent brand, partnerships can work for you:
Start local – Partner with independent retailers, museums, or community centers.
Offer something valuable – Free product samples, event participation, or social media exposure.
Leverage digital campaigns – Contests, giveaways, and collaborative content marketing.
A great example is Goldfish Swim School, which partners with game companies to keep kids entertained before and after swim lessons—offering exposure to families in a prime buying mindset.
Take the Next Step
Are you ready to create meaningful partnerships that drive business growth? Whether you’re looking for a retail activation, co-branded marketing campaign, or an innovative digital collaboration, there’s a perfect partner out there for you.
And you don’t have to do it alone! WiT’s vibrant community is a great place to find potential partners, get advice, and collaborate with like-minded professionals. If you’re not yet a member, now is the perfect time to join! Members get access to exclusive networking opportunities, mentorship programs, and the WiT Slack channel, where conversations and connections happen every day.
Join WiT today and start leveraging the power of this incredible network!
This blog is inspired by the WiT Webinar “Better Together: Ambitiously Generous” with Bridget Murphy. Watch it on WiT’s Video Library.
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