Hidden Gems will bring its strategic edge and media know-how in the Benelux region to The Play Group collective.
The Play Group – a global alliance of expert communications agencies specialising in toys, games and family brands – has expanded its network to include a new partner for the Netherlands and Belgium: Hidden Gems.
The Play Group was founded by B Corp certified UK consultancy, Playtime PR, to meet growing client demand for culturally relevant, localised campaigns delivered with global consistency. Each partner agency in the alliance is carefully selected for its values, creativity and deep market expertise. Hidden Gems now brings its strategic edge and media know-how in the Benelux region to the collective.
Founded by seasoned strategist Ruben Kwaaitaal, Hidden Gems is known for delivering results-driven PR and content campaigns that blend creativity with authenticity. The team specialises in storytelling that resonates with media, influencers and consumers alike – across toys, games, tech and entertainment.
Lesley Singleton, CEO of Playtime PR, said: “It’s great to welcome Ruben and Hidden Gems to The Play Group. The agency’s strategic mindset, experience with international brands and strong regional focus make it a perfect addition to our team.”
“I was immediately excited about the vision and energy of The Play Group,” added Hidden Gems’ founder, Ruben Kwaaitaal. “We share the same values: a down-to-earth, strategic approach with a strong focus on quality. While the power of this network lies in international collaboration, I bring in-depth regional knowledge. I understand how media works in the Netherlands and Belgium, and I know the culture and the playing field.”
Current members of The Play Group are:
Playtime PR (United Kingdom and Republic of Ireland)
PlayWise Partners (United States)
Blattert² (Germany and Austria)
Be Now Comunicacion (Spain)
Pragmatika! (Italy)
The Monet Agency (France)
Progressive PR & Communications (Australia)
Hidden Gems Agency (Netherlands and Belgium)
Each agency in The Play Group shares a belief in the power of play, purposeful creativity and smart strategy – delivering integrated PR and communications that make an impact.
To find out more about The Play Group, visit www.playtimepr.com/the-play-group