# Playful Parental Pop-Ups The Playroom by Fatherly is an Interactive Holiday Activation By Jana Pijak | Published 2019-03-11 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/holiday-activation References: [eventmarketer](https://www.eventmarketer.com/article/fatherly-shoppable-playroom-pop-up-kids/) & [fatherly](https://www.fatherly.com/) The Playroom by Fatherly was an [interactive holiday activation](https://www.trendhunter.com/trends/winter-wonderland-popup) hosted by the digital media company which specializes in everything from helpful advice to specialized gift guides. Acting as a helpful resource for dads, Fatherly is best known for its "curated, shoppable list tool for parents, Fatherly Favorites, which spans a range of categories." Opened in New York this past December for three days, The Playroom by Fatherly was designed to be fun for both parents and children and featured a specific focus on Fatherly's "100 Best Toys of 2018" roundup. In addition to promoting popular toys inside the [pop-up](https://www.trendhunter.com/trends/jellycat-caf), Fatherly gave kids a chance to test out toys in-store and gave parents access to an exclusive [Amazon](https://www.trendhunter.com/trends/parent-present-gift-generator) shop discount link that could later be used for online purchases. Image Credit: Event Marketer ## Trend Insights (Trend Hunter) - Score: 6.4/10 - Popularity: 87% | Activity: 97% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What's Driving This Trend - **Interactive Pop-up Experiences:** The trend of interactive pop-up experiences presents opportunities for brands to engage with customers in a unique and immersive way. - **Curated Shoppable Lists:** The trend of curated shoppable lists provides an opportunity for businesses to offer personalized product recommendations to their target audience. - **Digital Media Platforms as Parenting Resources:** The trend of digital media platforms offering parenting resources opens up opportunities for businesses to provide helpful advice and specialized content for parents. ### Who This Affects Most - **Retail:** The retail industry can embrace the trend of interactive pop-up experiences to create memorable in-store activations and drive foot traffic. - **Consumer Goods:** The consumer goods industry can leverage the trend of curated shoppable lists to enhance product discovery and provide tailored recommendations to customers. - **Media and Publishing:** The media and publishing industry can tap into the trend of digital media platforms as parenting resources to connect with a targeted audience and provide valuable content and advice. ## Related on Trend Hunter - [Playful Interactive Galleries](https://www.trendhunter.com/trends/play-by-american-express-platinum.md) - [Experiential Play Pop-Ups](https://www.trendhunter.com/trends/ikea-open-house-miami.md) - [Life-Size In-Store Countdowns](https://www.trendhunter.com/trends/toys-r-us-asia.md) - [Playful Restaurant Pop-Ups](https://www.trendhunter.com/trends/restaurant-of-imagination.md) - [Interactive Play Experiences](https://www.trendhunter.com/trends/superpower-academy.md) - [Festive Airport Pop-Ups](https://www.trendhunter.com/trends/club-holiday-popup.md) - [First-Of-Its-Kind Playspace Designs](https://www.trendhunter.com/trends/cloudbound.md) - [Hybrid Indoor Play Spaces](https://www.trendhunter.com/trends/indoor-play-space.md) - [Viral Collectible Toy Pop-Ups](https://www.trendhunter.com/trends/popup-in-singapore.md)