LIFELINES by Melissa Bernstein, co-founder of Melissa & Doug toys

We worked with Melissa and Doug Bernstein of the beloved toy company Melissa & Doug to help launch Melissa’s book LIFELINES. Melissa & Doug toys are a ubiquitous presence in kids’ rooms everywhere, but not many people knew about the people behind the entrepreneurial success story. In 2021, Melissa was ready to share her life story and the fact that, even as she was building a half-billion-dollar company from scratch with her husband for the past 30 years, she was suffering from severe depression and anxiety. She hoped that opening up about her pain would help others with similar mental health struggles.  

We created a comprehensive media and event outreach campaign that included national and local TV, radio, print, online, podcasts, and events. There were many media categories we were able to target with this story: lifestyle, parenting, mental health, wellness, psychology, business, and general interest.

LIFELINES went to #1 on Amazon just after publication and made it to the Publishers Weekly and USA Today bestseller lists.

Among the media hits we lined up that helped propel the book up the lists:  

A 2-page feature in The Washington Post: She brought kids joy with her ‘magical’ toys. And hid her own misery until it became unbearable.

People magazine: Toy Company Founder Melissa Bernstein—My Secret Battle with Depression. She helped build a $500 million business and raise six kids. But for 50 dark years, it was never enough

Podcast interviews were a big part of the outreach program, and we lined up more than thirty, including The Good Life Project, Guy Kawasaki’s Remarkable People, Moms Don’t Have Time to Read with Zibby Owens, and INC.’s What I Know.

We also worked to frame, pitch, and place original essays. One of them ran in ELLE magazine: My Toy Company Is Joy Personified, But I Struggled With Depression For Decades. Another in USA Today: As a child, I was fascinated with death. I thought I was Alone: Melissa & Doug co-creator.

We lined up a tour of local morning TV shows around the country for Melissa. A still from her appearance on Good Day New York (below).