Lead magnet ideas for kids’ brands
A kids’ brand should give its lead magnet to the grown-up, who holds the card and the inbox: a printable activity pack for a rainy Saturday, a guide to choosing toys by age, a gift guide to send a grandparent. Here are ten briefs that open in Chapbook as starting points, each with its reader and voice. Every sign-up is for a parent, guardian or teacher, never a child.
A brief to start from
A free printable rainy-day activity pack from a small wooden-toy brand, about a village of invented woodland animals. Eight coloring pages, two word searches, two mazes, two matching pages and two worksheets ("build your own village", "a toy I would invent"), for ages 6 to 8. Every character is our own, no logos in the pictures, and the sign-up is for parents and guardians, never children. Reader: the parent or guardian who prints it. Voice: playful and warm, with a short note for the grown-up. No sales pitch inside the activities.
Start from this brief10 ideas, each a brief to start from
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A rainy-day pack from your toy brand
A pack lands with a parent on the exact afternoon they’re out of ideas. It’s useful without being an ad, and because it’s the parent who asks for it, your list is made of the people who buy.
Activity pack Start from this brief: A rainy-day pack from your toy brand
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A first-colors pack for toddlers’ clothes
Parents of small children buy on trust and share what’s useful. A simple pack with big shapes fits a baby-clothes brand’s buyers, and it’s a fair thing to tuck in with an order.
Activity pack Start from this brief: A first-colors pack for toddlers’ clothes
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An experiment log for a science set
A science set can end up back in its box after one afternoon. A pack with a log and puzzles gives it a second afternoon, and shows parents what else their child could do with it.
Activity pack Start from this brief: An experiment log for a science set
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Choosing toys by age
Parents and gift-givers stand in an aisle unsure what suits a two-year-old. A fair guide helps them even if they buy elsewhere, and it shows that you think about play and not only units.
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The grandparents’ gift guide
Grandparents want to get it right and don’t know the current favorites. A guide built from your own catalog is something a parent can forward, and it puts your range in front of the person buying.
Collection Start from this brief: The grandparents’ gift guide
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A guide to screen-free Saturdays
Parents search for things to do that don’t need a tablet or a trip. An illustrated guide of simple projects fits that need and quietly makes the case for the kind of things you sell.
Illustrated guide Start from this brief: A guide to screen-free Saturdays
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A summer plan parents can actually keep
Long school holidays make parents look for structure. A simple workbook carries your name through several weeks of summer, and it gives you a reason to write to them again when it ends.
Workbook Start from this brief: A summer plan parents can actually keep
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A line sheet for shop owners
A boutique owner buys for customers they know and needs to see fit, price and story fast. A short booklet gets you past a cold email and makes your range easy to pass around.
Brochure Start from this brief: A line sheet for shop owners
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A seasonal note for parents
An inbox full of discount codes gives a parent little reason to open the next one. A short issue with one activity, one useful idea and what’s new gives them one.
Newsletter Start from this brief: A seasonal note for parents
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Your founder’s book on raising kids with less
A book by a founder with a clear view on play gives press and parent groups something to talk about. It explains why your brand exists in a way a product page never will.
Nonfiction book Start from this brief: Your founder’s book on raising kids with less
How to choose one
Start from when a parent thinks of you. If your products are gifts, the guide for grandparents fits. If they’re for play at home, make the rainy-day pack and tuck it in with orders. If you sell through shops, the line sheet does more for you than anything aimed at parents. And remember who’s reading: a child may color the pages, but a grown-up asks for them, opens the email and decides what to buy.
Keep the sign-up with the grown-up
Your forms, posts and packaging should all speak to the parent or guardian. Write “print this for your child,” not “kids, get your free pack!” A children’s pack’s book page already says who the form is for and has a box to tick, but that won’t help if your ad invites children to fill it in. The FTC’s COPPA FAQ, which we read on 30 October 2026, applies the US rule to online services directed to children under 13 that collect personal information from them, and to general-audience ones that know they do. This page isn’t legal advice, so ask your lawyer how that fits your site and your marketing.
Keep the activities free of selling too. A pack that’s all logo gets put down quickly, and pictures carry no lettering anyway, so your name belongs on the cover, in the note for the grown-up and, if you give it a link, on the Next step page at the end.
Every brief here opens in Chapbook
Each idea comes with the paragraph Chapbook needs to start: the topic, the reader and the voice. The brief at the top of this page is a starting point, not a pack we have already made from it. Open it, replace the woodland village with your own world and describe it in words, and set the ages and page mix. Chapbook then proposes titles and an outline for you to approve before anything is drawn.
Sources
Last reviewed 30 October 2026
Questions people ask
Can a kids’ brand collect sign-ups through a children’s pack?
From the grown-up, yes, on a paid plan. A children’s pack’s book page says the sign-up is for a parent, guardian or teacher, asks for their own email and name, and has a box they must tick. Aim your own posts and packaging at the grown-up too.
Does COPPA apply to a sign-up from a parent?
The FTC’s COPPA FAQ, read 30 October 2026, says the rule covers information collected online from children under 13, not information about children collected from parents. Whether your page or site counts as directed to children is a question for your own lawyer.
Can I put my brand’s mascot in the coloring pages?
Plan on no. Every character must be your own, and a page that names one someone else owns is refused. Chapbook also draws from your words alone, so it can’t copy a mascot’s exact look, and a picture carries no lettering or logo. Your name goes on the cover.
Can I sell the pack or put it in a coloring book for Amazon?
Chapbook does not make files for that. A pack is a printable PDF to give away, with no paperback interior or wrap cover. It suits an order insert, a page on your site or a book page that signs up parents.
Read a chapter of your own book before you pay for it.
The outline, one sample chapter up to 2,500 words and a watermarked cover are free: 60 Book Credits on sign-up, no card.