Pressboard released its list of “The Top 100 Branded Content Partnerships of 2021,” highlighting impressive brand partnerships that released content throughout the year. (Of note, over 8,800 branded content partnerships were measured through Pressboard Studio in 2021, a huge 65 increase year over year.) Winners were selected based on production value, originality, audience value, partnership fit and performance.

The Today’s Parent’s x Mastermind Toys Toy Guide earned a Top 10 spot in the new category for Branded Commerce content, which Pressboard reports is an area that continues to grow among publishers and brands alike.

Every year around the holidays, Today’s Parent publishes its popular guide based on toys tested by real families and thoughtfully organized into different age groups for easy browsing and shopping.

With Mastermind Toys coming on board earlier this year as Today’s Parent official Play Partner and sponsoring a regular play column, the Canadian retailer was a perfect match for the annual Toy Guide. Mastermind Toys provided all the toys for testing and lent Today’s Parent their space for shooting the stunning cover and toy guide feature that appeared in print and online. Of course, all toys were available at Mastermind, providing a one-stop shop for holiday shopping.

“Our readers look forward to our annual round-up of the best toys all year because it makes holiday shopping so much easier. Real Canadian families test hundreds of toys all summer long, and only the best ones make it into our feature,” said Kim Shiffman, Editor-In-Chief of Today’s Parent. “This year, our partnership with Mastermind Toys made a good thing even better, because Today’s Parent readers could buy all the toys we recommend in the Toy Guide at one single store. We are thrilled to be working with the Mastermind Toys team, and it’s been amazing to bring the partnership to life, culminating with the Toy Guide.”

Click here if you’re interested to see the full-round-up of best in branded content for 2021.