One of the largest global toy manufacturers sought to re-engage retailers, young fans, parents and the press. For an iconic brand with many stakeholders and cross-generational fans, innovative out-of-home media proved to be a win for all.
Iconic brands can be tricky. Historic brands carry special meaning to many audiences. For an iconic toy franchise, brand leadership had three constituencies:
- Parents, with their own childhood memories of the brand,
- Investors and licensors with financial interests in sustaining brand value, and
- Kids – who crave constant content, equating consumer brands with media brands like YouTube Kids, Snapchat, and Netflix.
Innovative Out-of-Home (OOH) media amplified awareness, burnishing the brand’s resonance and iconic status.