A toy marketer wanted a playbook for their sales/marketing teams to evolve their conversations with retailers and use innovation to gain more space.
We conducted secondary research on toy shopping and the role of the toy department in different retail channels.
Based on channel strategies, we explored different ways of appealing to kids, parents and family/friends. Multiple interactions and experiences were developed and included a high level of ongoing curation of the toy space as it was a high frequency visit. The design ideas were included in an Innovation Playbook that showed the connection of shopper insights and market opportunity to ideas that were framed in the context of now, next and future.
Total Time 10 weeks
Secondary Research > Experience Design > Innovation Playbook
The Innovation Playbook continues to be used by the brand to guide planning sessions with their various retail partners and has earned them space and sales.