Fisher-Price is upping its digital spend by 50% in a holiday effort to reach millennial moms, those born between 1982 and 1994. The campaign offers the moms a $5 coupon for researching the toys on Fisher-Price's site and an additional $5 for sharing with peers. The effort is meant to encourage impulse buying rather than "spearfishing," or coming to a store to buy just a particular item.

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