Even established toy libraries may have families in their community who are unaware that a local service exists. Clear, consistent and accessible promotion helps families understand what a toy library is, what it offers, who can join and how to access it. Effective communication reduces barriers and supports inclusion by reaching families with different languages, abilities and levels of digital access.
Promotion should begin with an understanding of your local community (Quality Standard 1.1) to ensure messaging reflects local needs and preferences. A simple marketing plan — identifying target audiences, key messages, methods and timing — helps maintain a focused and strategic approach.
Using a mix of promotional methods increases reach and lets you play to your strengths as a toy library and adapt to the capacity of those responsible for promotion.
Community awareness and promotion
Even well-established toy libraries can have families in their community who have never heard of a toy library, or who do not realise one operates locally. Clear, consistent and accessible promotion ensures families can find, understand and confidently access your services.
Community awareness is not only about attracting new members it is about reducing barriers and supporting inclusion. Families need to know:
Who you are
What a toy library is
What services you offer
Who can join
How and where to access you
Relying on a single communication channel can unintentionally exclude people. Families engage in different ways depending on language, ability, digital access and community connection. Using a mix of promotion methods increases the likelihood that everyone in your community can access information about your toy library.
Effective promotion begins with understanding your local context. Refer to Quality Standard 1.1 – Understand Your Local Community to ensure your messaging reflects local demographics, preferred communication channels, cultural considerations and potential access barriers.
Develop a simple marketing plan
A simple marketing plan provides a clear roadmap for raising awareness. Make sure you keep your goals in mind when developing this. Check out Quality Standard 1,2 - Set Clear Goals . It helps coordinate efforts, maintain consistent messaging and ensure promotion happens regularly rather than reactively.
Your plan might include:
Target audiences (e.g. new parents, culturally diverse families, schools)
Key messages (what makes your toy library valuable)
What you want to achieve (memberships, events, volunteers, awareness)
Promotion methods (online, print, partnerships, events)
Timing (ongoing promotion and key seasonal opportunities)
Measuring if it worked
A focused and strategic approach is more effective than trying to do everything.
Use multiple promotion methods
Using a range of communication methods helps ensure families with different needs and circumstances can discover and engage with your toy library.
Promotion methods may include:
Word of mouth via members, volunteers and partners
Social media storytelling (posts, reels, short videos)
A clear, easy-to-navigate website explaining what you do and how to join
Local online community groups
Email newsletters
Thoughtfully used flyers, posters and brochures
Clear signage and directions
Community events, pop-ups and outreach activities
Local media and community publications
Partnerships, presentations and sponsorships
Your Physical Space: How Visible Is Your Toy Library?
Toy libraries come in many forms, but visibility always matters.
When you are open, consider what people passing by will see.
Do you have clear signage? If not consider:
Permanent signage on/in front of the building (this generally requires permission from whoever owns the building)
Tear-drop banners or A-frame signs
Clear “Open” signage
When you are closed, ask yourself:
Is there still evidence of a toy library? Are opening hours clearly displayed? Is there a way for people to contact you?
Permanent signage on/in front of the building (this generally requires permission from whoever owns the building)
List your opening hours
List a contact email, website, or social media handle to pass to future committees. If you are volunteer-run, unless you have a "toy library phone number" it's a good idea to avoid phone numbers or personal email addresses as they change when committees change
Your venue is often your most powerful passive marketing tool that requires very little effort once established.
Your Online Presence
Families often search online first. But also, if they find a social media/website that looks relatively inactive, it may deter them from reaching out, as it may make the toy library itself seem inactive. Ensure your toy library can be easily found and whatever you decide to use is kept up to date.
Toy Libraries Australia website (we've got your back here)
Google and Google Maps: to add your toy library to Google Maps, make sure you are signed in to your toy library's Google account(create one if you don't have one). Then open Google Maps, tap your profile picture, and select “Add a missing place.” Enter the name, category, and location details, then tap Submit.
Apple Maps: Sign in with an Apple ID. Open Apple Maps, tap your profile picture (or initials), select “Reports," then “Report an Issue,” then “Add a Place.” Enter the details, then tap Submit.
Waze: sign into a Waze account, open Waze, tap "My Waze", then Settings, then"Map Editor" (or Report then Place depending on device). Add the place details and submit.
Council community listings. Again, try to avoid phone numbers unless you have a designated toy library phone.
Ask Izzy
An up-to-date website. A simple website is easier than ever to create. Platforms include WordPress, Wix, Squarespace, and Canva. Some toy libraries use their management software (SETLS, MiBase, etc.) as their primary site, while others maintain a separate website that links to the catalogues and memberships on their toy library software.
Helpful reminders:
Secure a domain name (this is your website address)
Arrange hosting – this is what connects your domain to the internet
Ensure mobile-friendly design
Make sure the maintenance is simple for future committee members
A monitored and professional email address. Consider a domain-based email address for that extra level of credibility. eg Admin@superfuntoylibrary.com.au or hello@superfuntoylibrary.org. This can be done if you have done the domain step with a website.
Social media accounts (e.g. Facebook, Instagram, TikTok). Social media allows you to stay visible, connected. and a popular way to build community.
Platform popularity shifts over time. Resources such as DataReportal provide national insights.
Currently, Facebook and Instagram remain widely used for community engagement.
By communicating in varied, accessible and consistent ways, toy libraries ensure their services are visible, understood and welcoming to the whole community. Effective promotion strengthens inclusion, supports sustainability and helps ensure all families can access the benefits of play.
Developing community partnerships
Strong community partnerships help your toy library extend its reach and strengthen its sustainability. Building positive relationships with local businesses, council, schools and other community groups creates mutual benefit — raising awareness of your services while providing partners with meaningful opportunities to support families and children. Partnerships should be professional, values-aligned and clearly communicated, with agreed expectations and regular review to ensure they remain beneficial for both parties.
Developing strong community partnerships takes a thoughtful and structured approach to ensure the relationship is mutually beneficial and sustainable. Here are some simple steps you can follow:
Clarify your purpose and framework - agree on your ethical standards, partnership goals and what you can realistically offer in return (e.g. sponsorship tiers or benefits).
Identify potential partners - start with existing relationships (members, donors, friends, previous supporters), then expand to local businesses, council, MPs and community groups.
Develop a professional proposal - Prepare a clear partnership letter or proposal outlining mutual benefits, expectations and levels of support (e.g. Gold, Silver, Bronze options).
Formalise the agreement - Confirm deliverables, recognition opportunities and communication expectations. Where appropriate, document the arrangement clearly.
Maintain and review the relationship - Deliver on your promises, provide regular updates, publicly acknowledge partners, invite them to events, and review partnerships periodically to ensure they remain mutually beneficial.
Here is an example of a community partnerships sponsorship program from Stonnington Toy Library.
Community Engagement and Special Days
Events are a powerful way for toy libraries to increase visibility, build relationships and showcase the value of play in the community. Community events provide opportunities to connect with new families, strengthen partnerships and position the toy library as an active and engaged local organisation. Acknowledging special days also reinforces your purpose and aligns your work with broader national and global movements.
Hosting Events like Stay and Plays is a great way to invite people to visit the toy library. It creates a "reason" for people to come and see what you're about, as well as a great opportunity for both existing members and potential members to connect.
Attending Community events or doing certain types of fundraising (think sausage sizzles, bake sales, etc.) is a great way to connect with the greater community and create awareness of toy libraries.
Toy Libraries Australia promotes three key annual opportunities for engagement:
World Play Day (May 28th) / International Day of Play (June 11th) – celebrating the importance of play in children’s development. Each year has a different theme.
Join Us in July – we run this campaign to invite community leaders and changemakers into local toy libraries for a volunteer shift so they can experience the joy, impact and community value of play firsthand and better support our work.
World Sustainable Toy Day – held on the third Friday in November highlights the environmental benefits of sharing, reusing and reducing toy waste.
Resources to support toy libraries for each of these events are updated and provided in the lead up to the event.
Some other ways to get into the community are to
Visit local playgroups and to share what toy libraries are about
Reach out to Maternal Child Health Nurses to see if you can speak to Parenting groups
See if you can attend a Library program to chat to carers about toy libraries.
Word of mouth is still such a powerful way to get the word out there and these type of events really foster that.
Always remember to work within your capacity. Some of these require more people power than others. Doing a few things well is better than doing it all.
Before participating in or hosting any event, ensure your insurance coverage is current and appropriate for the activity (refer to Quality Standard 2.4: Have adequate insurance).
Collateral Promotion
These are your visual resources that help explain, promote, or reinforce your message through printed materials and digital assets.
Flyers and brochures can be distributed through local businesses, community groups, and shared meeting spaces, as well as used for letterbox drops. Use your understanding of your community, including where your existing members are coming from, to guide distribution. Cross-check this with local demographics and prioritise areas where membership is lower but family populations are high to maximise the impact of your printing.
Posters placed in places where your target audience goes, like cafes, libraries, grocery stores, etc
Community Newspapers, Newsletters and Gazettes
Social Media Graphics and tiles
Information PDFS
Photos and Videos
When using photos or videos, particularly those showing faces of both children and/or carers, always obtain permission before publishing. Store consent records securely (for example, using an online form that can be easily accessed later). Toy Libraries Australia’s Photo and Video Consent Form provides an example.
Updated:
5 Mar 2026