Zambezi has been named creative agency of record for Nex Playground, with media strategy handled by its in-house arm, Scale by Zambezi.
The win comes as Nex Playground continues its push to redefine screen time, positioning itself as an active play system designed to get families moving together. Zambezi’s remit includes building the brand’s 2026 global platform and expanding awareness as the company scales.
Recently named to Fast Company’s Most Innovative Companies 2026 list, Nex has quickly carved out a space in the gaming category by blending motion-based technology with family-friendly entertainment. The platform features an expanding library of recognizable IP, including titles tied to Bluey, Barbie, and Teenage Mutant Ninja Turtles, aimed at turning passive screen time into shared activity.
With distribution now spanning more than 5,000 retail locations, including Target, Walmart, Best Buy, Sam’s Club, and Amazon, the brand is gaining traction with both kids and parents. A social-first holiday push featuring John Legend and Chrissy Teigen, along with Olympic gymnast couple Shawn Johnson and Andrew East, helped drive momentum, with Nex Playground emerging as the third best-selling console over Black Friday, behind only Nintendo Switch and PS5, and ahead of Xbox.
Zambezi now looks to build on that momentum, shaping a broader brand narrative that leans into connection, movement, and family engagement.
“We were drawn to Zambezi’s creative and strategic approach, and also their passion for stories that bring deep meaning to the cultural conversation,” said Paul Dixon, VP of Marketing at Nex Playground. “Being founded and led by parents, they instantly understood the role that Nex can play in families’ everyday lives.”
Laura Stayt, president of Zambezi, added, “Nex Playground is uniquely positioned to challenge the status quo while growing alongside the families that engage with their brand. We’re excited to help bring that vision to life on a global scale.”
The partnership signals a bigger push ahead, with a new campaign expected later this year to cement Nex as a go-to platform for modern family play.
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