Client: Multinational toy producing corporation
Agency: Dalziel & Pow →
Helping a multinational corporation find their angle on the next generation of kids.
Client’s background.
Global toy production and kids entertainment company with the annual revenue of around 8.8 billion euros. They have been on the market for decades and are internationally known.
Business problem
Over the past few years they have notices a slight decrease in sales numbers in products for kids between ages 8 and 12. They reached out to us to find out what makes a product popular for this age group and why is the brand not as popular with them anymore.
From the onset of the project we were asked to:
- Challenge their existing marketing team
- Not to interfere with their product strategy
- To start with a specific region in Europe first
- Not to involve kids in our research
Approach
The client wanted us to host workshops with their head marketing team to introduce them to a new way of seeing the problem. For that we needed to first understand the problem ourselves.
In order to get to the “popular toy” recipe, we needed to understand out target audience. So we have conducted an extensive research into their:
- Family life
- Local culture
- Generational insights
- Favourite toys
- Wider cultural landscape
The insights soon started falling into psychological needs categories, and the recipe structure started to take form.
Shift.
The main insight from our research was that kids, always and ESPECIALLY these days, use toys to build their social identity and connect with others. If it doesn’t add to their social currency, it’s not going to be valuable to them.
So the shift and a task was to re-build a social behaviour around their products.
Solution.
We have created a workshop with their head marketing team to let them brainstorm and play with the recipe.
