Toys "R" Us / Reaching Digital Natives
Challenge
Smashing Ideas was engaged to help Toys "R" Us to develop a kids-focused digital strategy.
To date, most toy and game marketing has been focused on moms. The marketplace is changing with the advent of digital devices and opportunities online. Building brand name loyalty and creating “pester power” in children is reflected by studies indicating that the 82% of primary school children significantly influence the purchase of toys and games.
Toys "R" Us was looking to move forward in design and technology to capitalize on this opportunity.
Capabilities Utilized
- Demographic Assessment
- Stakeholder Reviews
- Brand Review
- Strategic Planning
Process
Our process methodology consisted of internal and external examinations of business goals and efforts, comparable initiatives and exploring potential opportunities in today’s digital kids marketplace.
Internally, we began with a Discovery Phase to understand positioning, brand, and overall vision for the future from Toys "R" Us stakeholders. Externally, we compiled information on digital kids initiatives from key business partners and the current digital marketplace.
"I really appreciate Toys "R" Us for coming up with a fun, family friendly, educational, enjoyable app for the iPad. It's bright, fun and most important entertaining. Great job!"Petra SchwarzApp Store Review
Key Considerations
- Kids should find the experiences fun and engaging against the measurement of current digital experiences in the marketplace
- Short and long-term initiatives must form a coherent strategy
- Recommendations should consider potential integration into other Toys "R" Us digital initiatives
- Analytics must be able to define and reinforce successes of approaches
The Results
We created a strategic plan that reflected our understanding of the digital space for kids, the Toys "R" Us brand and retail positioning, and the efforts involved to compete and succeed with kids both online and offline.
At the core of our recommendations was Geoffrey’s Jungle, a multi-platform virtual world for all Toys "R" Us news, games, brands and features for kids. It features new games developed just for Geoffrey’s Jungle, along with interactive puzzles, coloring and toy news. It’s designed to be modular and ever evolving to include new branded islands, activities and information.
Smashing Ideas created and launched an iPad edition of Geoffrey’s Jungle in December 2011 with Toys "R" Us, populated with games and activities on islands for Hot Wheels, Barbie, Moshi Monsters and Air Hogs. New branded islands are to be added regularly, along with updates for games and activities.
