Zambezi Wins for Modern Families with Nex Playground

Integrated, independent agency Zambezi has been selected as creative AOR by Nex Playground with media strategy by its media agency, Scale by Zambezi. Nex Playground, which was recently named to the Fast Company Most Innovative Companies 2026 list, is an active play system designed to get kids and families moving together year-round. Zambezi is tasked with raising brand awareness by developing the Nex 2026 global brand platform.

Nex is reimagining screen time through active play—helping families meet timeless human needs to move, connect, and grow, all while having fun. Following its expansion to over 5,000 retail touchpoints, including Target, Walmart, Best Buy, Sam's Club, and Amazon, and with globally-recognized brands like Bluey, Kung-Fu Panda, Barbie, Gabby’s Dollhouse and Teenage Mutant Ninja Turtles all additions to the company's IP, Zambezi has spearheaded the brand’s messaging to catapult both its reach and cultural relevance. Fast Company ranked Nex among its list of “most innovative gaming companies of 2026” with its use of motion-capture and an extensive library of games that encourage active play and engagement with the whole family.

Nex believes that when crafted with love, empathy, and intent, tech can still bring us together, keep us healthy and active, and help our kids learn and grow. More than a game console, the brand has invented an active play system that’s healthy and fulfilling, winning over parents as well as their children.

Thanks to its commitment to customer and community needs, Nex has seen exponential marketing and sales success. Following social-first content released during the 2025 holiday season starring John Legend, Chrissy Teigen, Shawn and Drew Johnson, and all of their kids, Zambezi is setting the stage for a larger brand campaign coming this year. Following the ads—which bridged the Nex mission with the natural chemistry and upbeat creativity of each family—Nex Playground became the third best-selling console during the Black Friday period, eclipsing Xbox and only trailing Nintendo Switch and PS5.

Notes Paul Dixon, Nex Playground VP of Marketing, "We were drawn to Zambezi's creative and strategic approach, and also their passion for stories that bring deep meaning to the cultural conversation. Being founded and led by parents, they instantly understood the role that Nex can play in families' everyday lives. With their expertise in storytelling, creative, and media strategy, we believe they're the ideal partner to make Nex a household brand worldwide."

“As an independent agency, we forge our best client relationships when we share the same values, working chemistry, and deep commitment to trust in one another,” said Laura Stayt, President at Zambezi. “Nex Playground is uniquely positioned to challenge the status quo while they grow alongside the families that engage with their brand. We’re incredibly excited to support their meaningful innovations for years to come.”