When major brands enter new geographical markets, they’ve got to make a splash. The revolutionary new (to us) children’s’ toy, Yoto, has entered the United States market recently, now in all Target stores in the US. Just in time for the holidays! Make no mistake, Yoto knows how to cast voiceover styles so children can relate to their products, learn, and most of all, have fun!
The Yoto Player is a children’s audio player focused on keeping kids off screens and engaging audio play. Whether it’s an audio book, games, trivia or learning, Yoto is making a massive positive impact in the children’s toy market.
This summer, they engaged with me to provide voiceover for a set of their player cards, called “The Ultimate Disney Quiz” cards. A high energy, upbeat voiceover synonymous with Disney needed to make the audio fun and engaging… and that’s definitely my wheelhouse.
The recording sessions spanned two sessions over two days, working with wonderful colleagues at Yoto in the UK and Disney in Europe, to ensure everything was perfect. Where was I? Here in Florida, in my broadcast quality home studio, where I recorded the audio.
While they’ve already developed many partnerships with many creators, authors, and musicians (they just launched a series of Elton John cards!), The YotoxDisney partnership is sure to entice the fanatical following of Disney fans, including kids, of course- who, let’s face it, are already some of the biggest influencers in parent’s buying space (link to kids advertising infographic blog).
To captivate this influential young audience, the choice of high energy voiceover talent is crucial—not just for grabbing attention, but for fostering an emotional connection. According to research, 66% of video viewers prefer female voices over male, associating them with traits like friendliness, trustworthiness, and approachability. Pairing this with upbeat, high energy delivery in a voiceover actor (like me!) transforms passive listening into active engagement—a hallmark of great learning and fun for children.
Voiceover as a Marketing Superpower
It’s not just about delivering information; it’s about sparking curiosity and joy. Children are naturally drawn to playful tones and dynamic energy, which can evoke a sense of wonder. This isn’t about manipulation but rather what Guy Kawasaki (an influential engagement marketing veteran) refers to as creating “enchantment.”
In his words:
“Enchantment is about delighting people with a product or service. It’s the outcome when you achieve a great emotional response.”
For Yoto, this emotional response comes through audio that feels alive—be it through quizzes for the entire family to play together, or audiobooks narrated with the kind of enthusiasm that pulls children into a story. Playful marketing, anchored in engaging voiceover work, is key to ensuring kids not only fall in love with the toy (and learning!) but also remember the brand every time they hear a familiar tone or phrase.
The Disney Connection: Storytelling and Delight
Walt Disney himself believed the essence of delight lay in storytelling.
He said, famously:
“Do what you do so well that they will want to see it again and bring their friends.”
Yoto’s collaboration with Disney aligns perfectly with this philosophy, using vibrant, spirited voiceover to bring their iconic stories to life. This approach doesn’t just sell toys—it creates an experience kids want to relive over and over, building brand loyalty rooted in joy.
Female voices have the magic touch!
Why female voiceover? Beyond the trust factor, female voiceover artists often excel at conveying warmth and approachability. This is especially important for children, who respond to energy and tone more than content itself. An upbeat, animated delivery paired with empathetic tone creates a bridge that makes the experience not just fun, but memorable.
When they make the choice of high-energy, playful female voiceover talent, brands like Yoto aren’t just selling products—they’re crafting moments of delight. These moments translate into enduring brand love, as parents and kids alike see the toy as more than just a device, but as a gateway to family connection, learning, and creativity.
In the end, it all circles back to creating customer delight. Playful voiceover can be the first touchpoint for children, setting the tone for how they perceive a brand. When done well, it creates an emotional resonance that keeps them—and their parents—coming back again and again – which is what will keep a brand like Yoto successful for years to come.
