Hasbro's Playskool wanted to bolster it's eCommerce capabilities for gift-givers, which posed an interesting problem to solve. Made up of over a dozen sub-brands that offer various benefits for the development of a child (from 0 to 3+ years old), it can be a confusing shopping process to find that perfect gift.
Through an involved content/product strategy, we developed a scalable "Toy Finder" that made it effortless to find the perfect gift by filtering through various elements, such as:
Plus, each sub-brand's marketing initiatives varied and had very important character equities and brand styles that had to be protected. We developed a series of standardized media assets that could be updated on-the-fly and tested for effectiveness based on user entry.
Once launched in July 2012, consumer interest will inform the creation of ongoing educational content to showcase the developmental benefits of Playskool toys.
