Smyths Sensory Toys

Overview

As part of an initiative to support inclusive play, I led the content design for a dedicated Sensory Toys landing page on the Smyths Toys website. Though my role sat within the marketing team, I owned the full content design process, working closely with a certified play therapist to ensure the page was clear, supportive, and accessible for all families - particularly those navigating neurodiversity.

This was the first page of its kind on the Smyths site, designed to help parents, carers, and gift-givers find suitable toys with confidence and care.

The Challenge

Families shopping for children with sensory processing needs often struggled with the broad, generic structure of the site. Products weren’t grouped in meaningful ways, and the lack of clear guidance made it hard for users to find toys that felt appropriate or safe.

We also saw a recurring pattern in our CMS search data: terms like sensory', 'sensory toys', and 'sensory play' appeared frequently in on-site searches. This revealed an unmet need - customers were actively looking for these types of toys but weren’t being clearly guided toward them.

In parallel, we recognised another important audience: those shopping for children they didn’t know well, such as friends or relatives attending birthday parties. These users needed clear, age-appropriate gift suggestions, with the added reassurance that what they were buying was suitable for a child with additional needs.

Our goals:

• Create a welcoming, user-friendly page for sensory toys
• Use warm, inclusive language that reassured parents and carers
• Provide clear product organisation, including an easy “Shop by Age” feature
• Align the tone with the playful, familiar Smyths brand - while showing empathy and understanding

My Role

I led the content design end-to-end, focusing on strategy, structure, and copywriting. Working in collaboration with the play therapist, I translated expert guidance into accessible, parent-friendly content, shaped in the distinctive Smyths tone of voice - upbeat, simple, and kind.

Key responsibilities:

• Content strategy & Information Architecture: Created a structure that included clear signposts for different types of sensory toys, as well as 'Shop by Age' navigation to support gifting use cases
• Tone of voice: Wrote all copy in a tone that was gentle and reassuring, while staying true to Smyths’ energetic and informal style
• Empathetic language: Carefully crafted headlines and descriptions to de-stigmatise sensory needs and reduce feelings of overwhelm for parents
• Collaboration: Worked closely with the therapist to validate terminology and ensure the page felt inclusive and respectful
• Launch & implementation: Coordinated with internal teams to get the page built and tested before launch

Copywriting Approach

The copy was designed to demystify sensory play - with an intentionally kind, welcoming tone. I avoided medicalised or overly technical language, instead offering friendly guidance on what each toy might help with (e.g. tactile exploration, calming effects, coordination).

For the 'Shop by Age' feature, I considered the experience of someone buying a gift for a child they didn’t know well, and how intimidating that can feel when additional needs are involved. The layout and copy helped remove that uncertainty by offering age-based suggestions with built-in reassurance.

Expert Collaboration & Building Trust

From the outset, we recognised the importance of creating content that was not only accessible and empathetic but also credible. Sensory play can be a sensitive area for many families, and we wanted parents and carers to feel fully supported in their decision-making.

To ensure accuracy and care, we collaborated with Debbie Cullinane, a certified play therapist, who advised on product grouping. Debbie’s insights helped shape how we described sensory needs and guided the tone of the page.

To further build user trust, we included a short professional bio for Debbie directly on the landing page. This decision was grounded in Cialdini’s principle of authority, the idea that people are more likely to trust and act on information that comes from a recognised expert. Including her name and credentials helped reassure users that the recommendations were thoughtful, safe, and informed by professional expertise.

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Results

• 600k+ page views in the first 60 days
• Quickly became one of the top-performing category pages sitewide
• Positive feedback from both internal teams and customers
• Contributed to wider discussions on inclusive content and accessibility within the company

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What I Learned

• Empathy should drive every word. Writing for parents navigating neurodiversity requires clarity, warmth, and deep consideration.
• Tone can carry confidence. A familiar, friendly voice helped make the page feel trustworthy and approachable - without oversimplifying.
• Good content design solves real-world problems. Whether you’re a parent searching for calming toys or a relative shopping for a birthday gift, thoughtful structure and language can make all the difference.

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