Independent media agency AMS Media has launched a service tailored for advertisers within the Toy and Gaming marketplace, called AMS Next Gen.
The proposition is designed to help clients successfully navigate the transition from the sector’s historic reliance on broadcast TV to digital media. AMS Next Gen aims to help clients evolve their media strategies to drive commercial growth in terms of sales, shelf presence, and expanding distribution across platforms.
The service will be led by Simon Cox, former VP of Sales at Turner Broadcasting (now fully integrated into Warner Bros. Discovery). Having overseen sales at the Cartoon Network and Boomerang, plus subsequently launching the Oddbods toy range across the EMEA region, Cox has in-depth knowledge of the marketplace.
NDA spoke with Paul Phelps, Chief Executive of AMS Media Group, to learn more…
Why did you feel there was a space for this new service in the marketplace?
We celebrated our 50th year in business last year, which I think makes us the longest-established independent media agency in the UK. I’ve been with the business for 40 of those 50 years, so we’ve seen multiple cycles of change in this industry. We specialise in media planning and buying as a discipline. Our independence has always mattered to us, but I think it matters more now than ever.
Over the last 12 months, one thing has become very clear: media consumption among children has changed radically. Linear TV is no longer the heartland for kids’ brands. YouTube and gaming now dominate, particularly in the four-to-14 age group.
A lot of brands are still operating as if that behavioural change hasn’t happened. Our view is simple: it’s time to adapt, and we can help brands do that.
We’ve built experience in the kids space over many years, but we’ve never positioned ourselves as specialists before. This proposition is about combining that experience with genuine, deep expertise. By partnering with Simon Cox, who has spent the last two decades immersed in this market, we’ve created a proposition with real credibility rather than just good intentions.
What particular challenges do Toy and Gaming brand advertisers face in relation to reaching their target audiences via media?
The ‘young people’ market is not a sector you can overtly target. You can’t approach it in the same way you would an adult digital audience. You have to be incredibly respectful of the rules and regulations. GDPR and COPPA compliance aren’t optional: they’re fundamental.
That doesn’t mean brands can’t operate effectively in the space. It just means they need to acknowledge the cultural shift and navigate it properly. Our new service sits alongside our full-service planning and buying solutions including AV, digital, cinema, out-of-home, radio, social media, search, and print, as well as our insights and analytics packages.
What channels (or combination of channels) are most likely to deliver results for Toy and Gaming brands in 2026?
Influencer behaviour in this space changes constantly. Kids refresh who they follow far more frequently than adults, which makes it a difficult environment to track.
Amazon is now the dominant route to purchase, and that presents a challenge for brands because margins are under constant pressure.If everything funnels through one platform, brands lose flexibility and control.
We’re looking to help clients explore alternative routes to market, not just deliver efficient media impressions. Social shopping is a big part of that. If an appropriate influencer is advocating a product, embedding the ability to purchase at that moment creates a genuine full-funnel opportunity.
That doesn’t have to involve Amazon, and that’s a really important shift for brands.
What has been the initial feedback to the new service?
We’re officially launching this week at the London Toy Fair, which is perfect timing for us. Even before launch, we’ve already had brands indicating they want to explore this approach with us, which tells us the need is there.
What will be the biggest story of the year for marketers?
People often expect me to say AI is the big theme for 2026, but actually I think this will be the year of independent agencies.
Last year, the indie sector gave real meaning to the word ‘independent’. We pushed the door wide open for clients who previously wouldn’t have considered an indie agency before. If even five per cent of clients shift away from the big holding companies this year, it will have a radical effect on the shape of our industry.
