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2011

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agency profile

Founded in May 2010, Casa Nueva is comprised of Nick Cicero, Mike Daugherty, Ryan Smith, and Pooja.

Casa Nueva, meaning “House of New,” seeks new and exciting brands young and old to create thought-provoking and creatively driven campaigns.

Nick Cicero..............ncicero0@gmail.comMike Daugherty.......mbdaughe@syr.eduRyan Smith..............rysmith59@gmail.comPooja.......................pooja@syr.edu

nuevacasa ca saa sc a

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Media Plan

Executive Summary

Situational Analysis

Research & Insight

Strategy

Creative Executions

Evaluation

table of

contents

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5

15

19

24

41

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It’s tough to be a Mom in the 21st century. Not only is your family changing and growing, everything around you is too. In this world where we move from screen to screen, the toy industry is as saturated as it ever has been. Everyday you see more and more “experts” repeating the same thing other toy companies are saying: “our toys provide your child with a fun learning experience.” But when you’re two feet tall and brand new to the world, isn’t everything a learning experience? Of course you want your child to walk and talk, read and write, but you also want him to develop a personality, learn from mistakes, and write his own life’s story. Exploration, imagination, experimentation are all the core components of a creative and expressive child’s development. Which is why for Playskool, toys are not just about what your child gets out of play, but how they get there. Starting with our product and ending with our customers, Playskool unlocks the love of learning with a simple formula. Playskool is the Heart of Discovery.

Executive Summary

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Situational Analysis

There’s no denying that Playskool is in a fight for survival. The have found themselves in the middle of a battle for share of a 21.5 billion dollar toy industry, the infant/preschool category being the highest grossing sectors of the toy market with 3 billion in total revenue (TIA, Inc. http://www.toyassociation.org).

Although historically number two in their category, that remains a relative term with Fisher Price claiming the number one spot by high margin. Toys sales have not been immune to the economy. According to market research, U.S. retail sales of toys generated $21.6 billion in 2008 compared to $22.3 billion in 2007, representing a decline of 3%. Hasbro, the parent company of Playskool, also reported a revenue decrease of 6% for 2009 (The NPD Group, Inc.). The quest to find the right set of toy features have led to innovative jumps in product quality. The product developments have not been met with as equally innovative

market strategies. The failure to apply the correct market message and product differentiation have left confused consumers with scores of parity messages about preschool toys The greatest problem facing the toy industry is this product parity. Most parents purchasing toys don’t rely on the brand name but rather the nature of the toys design and features to dictate their purchase decision. Leaders in the industry like Hasbro, Fisher Price, and the technically inclined up and comer LeapFrog, struggle to find the right equation to help them establish brand loyalty and in turn, a bright and happy future. Parents will always want to provide their kids with toys that can inhibit learning and imagination. The share leaders in the preschool toy market have been able to do this. However, what they have not been able to do is create a brand identity that creates loyalty to their toys. So

toy market

Where does that loyalty lie?

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competition

Second Tier Competitors

•Infantino-Manufacturer of toys, playmats, carriers, bouncers, and puzzles. • V-Tech- Specializing in electronic learning products. • Garanamils- A creative tool that helps children and parents coordinate outfits.

Fisher-Price is the clear-cut industry leader, with sales grossing in the billions. The Mattel brand has positioned itself as the comprehensive leader in a full line of children’s products from birth to middle school.

• Large licensing department, including Disney, Nickelodeon, Thomas the Tank Engine and a number of other popular characters.

• Expensing $50 million on advertising.

• Media includes print, outdoor, television, event marketing and social media.

• Current campaign targets Gen X mothers, using the tagline “Play.Laugh.Grow.”

Founded in 1995, LeapFrog is a designed, developed and marketed as a family of innovative technology-based learning platforms and related proprietary content for children from birth through age 14. • Sales of $400 million

• Expensing $40 million on advertising

• Media includes direct marketing, print, television, and in-store demonstration displays.

• Current campaign focuses on technology as the focal point using the tagline, “See the Learning”.

• Products cover subjects such as phonics, reading, writing, and math which manifest into more than 340 interactive software titles.

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Second Tier Competitors

•Infantino-Manufacturer of toys, playmats, carriers, bouncers, and puzzles. • V-Tech- Specializing in electronic learning products. • Garanamils- A creative tool that helps children and parents coordinate outfits.

playskoolBrief history of the Playskool Brand

Playskool was founded over a century ago upon the principle that children could learn through play, specifically through toys. Throughout the years the company has changed owners and slogans, however the fundamental component remains: Playskool toys are aimed at building the developmental motor skills of babies, infants, and toddlers. The Playskool product line is comprised of quality toys giving children an endless world to learn and play, without limits on their creative development.

Notable products include:

• Mr. Potato Head • Play-Doh • Tonka • Tinker Toys • Lincoln Logs

Share/Sale: 2009 Hasbro Sales were approx. 4 Billion

Spending: 5-10 million, approx. 1/5 of Fisher Price

Media Usage • Print, Television,Web, Direct Mail • Social – Facebook: 647 ‘Likes’ Parents can upload pictures and videos of their kids

– Twitter: 450 followers but very active and responsive

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creative history

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target Active moms. Mothers with children age 0 to 5, who are immersed in their children’s lives and who understand that childhood experiences could potentially set them up for success in the future. These moms enjoy watching their children discover themselves through curiosity and imagination.

The “Oh my gosh honey, get the camera”, type of moments are very important for our mothers. They serve as milestones in a child’s life and moms have a earning to be apart of that.

Demographics • Children from Birth to age 5 • Graduated or attending college • HH income of 75K+ • Married or Engaged • Currently working Full/Part time or have worked prior to being a mother. 71% of moms participate in the workforce and one in four work out of the home.

Psychographics(MRI2009)• Social Networking is a priority; Moms who use social media regularly has increased from 11% in 2006 to 63% in 2009.

• Most moms log on to Facebook at least once a day and more than two thirds log on twice a day or more. Three quarters of moms report that they are fans of at least one company on Facebook, especially those with a parenting emphasis.

• Not Tech Savvy; Tech Aware. Nine out of 10 moms reporting that they own or use digital cameras. However, moms primary concern with technology is multiuse and convenience— not feature richness.

Behaviors• Rely on children’s requests, advice from family/friends, and brands that they are familiar with, when considering a purchase. Seven in ten moms say that brand familiarity is a important factor and nearly two thirds of moms cite children’s requests and more that half say that recommendations from family and friends are important influences.

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meet Becky

A 30 year old married, mother of two. A Household income of roughly 100k. Becky and her husband have three year old twins; one boy and one girl. Becky is a college graduate and before giving birth she worked as a successful real estate agent. During the first two years, Becky was a stay at home mom; recently she decided to work part time at home, although her main concern is still her children. Safety, emotional health, and nutrition continue to be top priorities for Becky while raising her twins. It may not be her favorite thing for her kids to do, but they have grown fond of the Disney channel and she does let them watch it from time

to time (more as a babysitter than anything). The twins can be a hand full at times, but she still makes a point to play with them once a day. The family makes frequent trips to the park and zoo. Becky likes to keep fresh fruits and vegetables in the house to maintain a healthy lifestyle for her family. Although not as important, she does manage to run at least 3 times a week to stay active.

When it comes to toy purchases Becky relies on friends and family for advice. However, she does enjoy surfing the net for specific toy reviews to back up that advice. When purchasing a toy she asks herself:

Isthetoysimpleandsturdy?

Doesthetoyinfluencecreativityand imagination?

What’sthelongevityofthetoy?

Aretherelearningcomponents?

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Strength

• Playskool has well-known core products such as Potato head and play doh • Products and services offered are a mix between fun and education • Core set of skills is used with the products of Playskool. Eg. Balance, motor skills, language, imagination, role-playing etc. • Playskool keeps it simple. • Playskool has a better Facebook page than Fisher-price • Cost of the toys - not as expensive • Creativity is left in the child’s hands • Not bounded by technology

Weakness

• Playskool has a long lasting failure to make consistent connection with its target audience •They have low media spending • The product line is limited and limiting • The current campaign (P.S.) fails to deliver the appropriate message • Facings in the store are very poor • Visibility of the brand in the retail store • Visibility of the brand amongst others is low

swot

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Opportunities

• Search Engine Optimization, that creates more awareness • Social Networking including an online community, Facebook, twitter, blogs etc • Industry growth in the year 2010 • Connecting with the Hispanic population • Connecting the P.S. campaign with the target audience. • Seasonality - Using the rest of the year (apart from 4th quarter) • Be a part of the baby section in stores • Create a unique space for the brand in stores • Highlighting the focused product line

Threats

• Leap frog, the competitor, connects with the teachers and directly with education • Sustainable campaign themes from competitors like Fisher Price • Competitive online applications • Competitive Online Community • Seasonality on the sales and campaigns • Advancement in online media, the era of digital learning through games • Electronic, computer-like games • Limited Budget

swot

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Parity in Product Category

• All preschool toys have some inherent educational value for a child’s development.

• The entire preschool toy category advertises this “learning through play” theme.

Consumer Awareness of Brand Benefits

• Current Playskool campaigns fail to express the differences of toy design and development from their competitors.

• Fail to communicate that Playskool’s products are simply designed and allow for the constructivist model of childhood development by encouraging learning without traditional environmental or imaginative constraints.

• Fail to communicate that Playskool focuses specifically on preschool development.

• Fail to provide a brand identity that will motivate mothers to purchase Playskool toys specifically.

playskool predicament

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Through an integrated marketing campaign, Playskool will become the top of mind brand for toy-purchasing mothers of children aged 0-5. This will be done while establishing Playskool as the market leader and expert of preschool toys.

Objective

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Secondary • MRI (2009) • Mintel (Marketing to Moms) • Simmons (2006) • Various articles dealing with toy purchases

Primary

• 1 on 1 interviews (5) • Projective Questionnaire (15)

Questionnaire Examples

• What characteristics do you look for when shopping for toys or “play things?”

• Where do you learn about toys that you would purchase for your child?

• What do you hope your child learns from playing?

• Describe a moment in your child’s life while learning or playing that is most memorable to you?

Research & Insight

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Mommytalkisgreaterthanever!

Our target is a younger, more social group of moms. They have grown up with large social circles and as they are starting their own families, they’re looking for the same peer advice about parenting and toys, just finding the answers in different ways.

“YoucangoonTargetorAmazon.comandseepeople’sreviews.Yougettoseewhatotherpeoplethinkofit…that’susuallywhatIdobeforeIgoinandbuysomethinglikethat(toys).”

-Kristin,motherof3

insight

Media Choices (Based on survey)

“Theyplaysportssowhenthey’reatthatthere’sotherparentsthereallthetime.We’lltalkaboutthedifferentthingstheyplaywith,ordifferentthingsthatthey’regoingtobuythem…whattheylikeandwhattheydon’tlike.” -Dawn,motherof2

Source:CasaNuevaSurvey2010

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What’sinatoy?

“Whenbuyingtoys,Idon’tmakeadecisionoffabrand,ifmychildseemstolikeit,I’llbuyit.”

–Misty,Motherof1 “Idon’tseeahugedifferencebetweenPlayskoolandFisherPrice.Wehavebothtoys.IguessPlayskoolisfun,colorfulandIthinkofFisherPriceasanolderbrand.”

–Linda,Motherof1“Welikesimpletoys,notalotofelectronicsorsoundsandnoises.”

–Anonymous,Motherof2

insight

Moms don’t know the difference between toy brand philosophies. While they realize that their child should obviously be learning while they’re playing, they don’t have a real sense of the differentiation between Playskool and our competitor.

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insight

ImaginationUnbound

“Ilovewatchingtheirimaginativeplay.Whenthey’repretendingtotalkonthephoneandhavingafullconversation,that’sfunnytome,Icouldwatchthatallday.”

–Heather,Motherof2

“He’sreallyintoTVandMoviesnowsothat’sthetoyshelikes,butifIwasbuyinghim,OhIdon’tknow,sayToyStorytoys,I’donlybeteachinghimtorecreatethatmovie.Iwanthimtocreatehisownadventures.”

–Paige,Motherof1

“Iwanttocreateanenvironmentthatiswellroundedtopromoteintellectualgrowthaswellasphysicaldevelopment.Therearesomanyareasinachild’slifewhereplayisaneffectivetool.”

–Kim,Motherof3and SuburbanPreschoolTeacher

Moms want toys that will broaden their creativity and curiosity through natural play. They’re looking for toys that will not just teach their child skills, but release their imaginative spirit.

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Positioning

Playskool is the pre-school toy company for active moms with children from birth to age 5, that sparks imagination and development with simple yet dynamic products stimulating the natural way children ‘Play’— Discovery.

Strategy

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creative briefWhat do we want this advertising to do?

To establish a differentiating identity that communicates Playskool as the foremost authority in Playskool toys, which induces imagination and discovery.

Who are we talking too and what insights do we have about them?

Moms with children between 0 and 5 years of age

How do we want them to describe this brand — how would they talk about its essence and personality?

Playskool toys are simple in nature and the possibilities of usage are bound only by the power of the child’s mind. The toys stimulate development, curiosity, and discovery that are essential to a child growth.

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What’s the single most important thing we want them to take out of this advertising?

Playskool toys remove any limitations on a child’s development.

How can we make this believable?

Show that the moments in a child’s life where they make giant leaps(Crawling, Walking etc) have a direct correlation with Playskool products and the love of a mother.

Rational: The skills developed through using simple Playskool toys influence the big leaps in a child’s life.

Emotional: The imagination and growth that Playskool toys foster produces settings where the mother feels true and unconditional love for their child.Is there anything else worth thinking about that might help us get to great creative work?

If you don’t want to put parameters on your child’s development then Playskool is the brand for you.

Are there any executional mandatory’s?

Include the tag line, “The Heart of Discovery”

Almost there...

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ToyCharacteristics

metaphor marketing

Mommys

PlayCharacteristics

Unobstructive

Safe/Quality

Stimulates Exploration

Sturdy

Facilitates Imagination

Learning Components

Playskool Core

Theory

Imagination/Pretend

Motor-Skills

Social

Exploration

BasicPlay

Love

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BasicPlay

Love

the Playskool Equation

BasicPlay +Love

The Heart Of

Discovery

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Creative Executions

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traditional

PrintObjective:To Communicate: Children have a creative freedom that stimulates innovative thinking and discovery.

Strategy:• To link an expression of creativity to Playskool

toys and relate it to a well know innovation or advancement

• Inform Audience of Discovery Tour • Place the advertisements in well known ‘mommy’

magazines

Rationale:Heavy Magazine Users - (Index) 112 - 119

Magazine types IndexBabies 289-201Parenthood 203-172

Platforms IndexAmerican Baby 312-213Baby Talk 272-240Fit Pregnancy 288Parenting 230-205Parents 227-210

MediaPlan:July - DecemberFront and Back, color ads every month

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concept 1

front page back page

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concept 2

front page back page

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TelevisionObjective:To Generate: Brand awareness combining the idea of Playskool toys being facilitators of creative and imaginative thinking, with the love that a mother feels when seeing a leap in a child’s development.

Strategy:• Mothers love for the child’s special moments are tied

to the leaps a child experiences while playing with Playskool toys

• Inform audience of the Discovery Tour

Rationale:Television is still the best way to promote large scale brand awareness.

Cable Channels moms watch with your kidsChannel IndexCartoon Network 152Disney Channel 149PBS Kids Sprout 238Cable Channels moms watch by themselvesE! 133VH1 142

MediaPlan:Last Week of August - Teaser adsSeptember - December 1 - Branded CommercialDecember - Discovery Tour information with a Good-Will promotion

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Title: “Mothers Eyes”30 second Spot

Scene: A mother watches adoringly as her son experiments with the Playskool Product Sit N Spin.

VO: (male with soothing voice) Watching your child discover is like watching them being born again. It doesn’t matter how many times you see it. The feeling never goes away.

And then there’s that moment,

(Child is shown using Sit N Spin laughing hysterically. He figured it out!!)

where your hopes, your dreams, and your fears fade away. The only thing you can think about is how much you love this person. And you think to yourself,

There is no way someone can love another the way I love my child.

(Camera zooms in on the child using the Sit N Spin)

Your hopes, your dreams, and your fears return. But this time you know your child’s creativity and imagination will take them to places not yet discovered.

(Camera zooms out from child on Sit N Spin to reveal an Astronaut Anti-Gravity machine. The video cuts to the grown up child, boarding a NASA space shuttle destined for the moon. The scene ends showing the mother looking proudly on as the rocket takes off.)

Super: PlayskoolThe Heart of discovery

VO: PlayskoolThe Heart of discovery

Super: The Playskool Discovery Tour Coming Soon. Visit playskool.com for more details.

concept 1

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concept 2Title: “Discovery Tour Teaser”30 second Spot The Television spot aims at directing traffic to the micro-site and the Discovery event. The commercial is basically a preview into the event.

Scene: New York City, Time Square. Unannounced Discovery tour kick off.

(The spot will be a first person shot as a two year old. The camera will move around as if you were looking through the eyes of a two year old seeing these massive toys for the first time).

VO: Have you ever had a dream where everything around you is larger than life?

What if we told you that we could make that dream come true?

Super: The Discovery Tour

Super: Coming in September to city near your.

Super: Playskool, The heart of Discovery

Super: For more information on dates and cities please visit Playskool.com

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In-Store• To gain awareness of the Discovery Tour• Floor signage culminating in and end of aisle display

ad for Playskool “Heart of Discovery”• Offering branded display of key brands,• Informational pamphlets highlighting Playskool’s

reliance of child psychology and dedication to a core of simple fundamental toys that promote boundless creativity, imagination and discovery.

Objective:• Navigate moms through the retail store in an effort to

increase point of purchase sales and consideration at our culminating end or isle, branded and informational display unit.

• End of isle display goal is to expose parent and child to the playschool portfolio and ‘Heart’ of Playskool brand - Discovery.

• The basic and simple elements of play engraved in Playskool which stimulate development, a metaphor for the love a mother displays for her child in preparedness for the world around them.

Strategy:• Drive mothers and child to the Playskool ‘Heart of

Discovery’ display through a series of branded floor hearts labeled the “Path to Discovery”.

• Hearts would feature: - Playskool logo - Images of Mom & child - Information regarding - Child development - Motor Skills/Dexterity - Piaget - Constructionist Theory • The “Path of Discovery” floor signage culminates at

end of aisle display with large Playskool “Heart of Discovery” campaign.

• The display is branded, and stands apart from the cluttered ‘competitive’ toy aisles

• Psychological truths and principles of preschool development, and Playskool’s dedication to engaging, educational toys with extensive “play value”.

Rationale:• Expose Moms at the Point of Sale (POS) to scientific

support and data regarding their child’s potential for development, through discovery and play with the entire Playskool portfolio.

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Assimilation

:

the process by which a person

take material into their mind

from the environment,

changing evidence of their

senses to make it �t

Adaption:

to the world through

assimilation

and

accommodatio

n

PIAGETCognitive development is facilitated by providing

activities or situations that engage learners and require

adaptation

concept

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EventPromotion“DiscoveryTour”

SalePromotion:• Partnership with Toy ‘R’ Us – retailer boasting the

widest range of the Playskool brands. • Tour site-specific discounts and savings available for

shoppers and their little “explorers”.

Objective:Bring the unique interesting world of preschool play and development to a large-scale, real-life ‘Discover-Park’, to experience some of the adventures in discovery ingrained in the heart of the Playskool portfolio.

Strategy:• Construct large scale, petting zoo styled, ‘play-

park’, featuring prominent Playskool brands of the portfolio, and models for children and parents to explore

• Tonka: Large Scale truck that has dumped a load of sand into the sand bow are of the park to construct, and move earth from one place to another with the Tonka line of product.

• Play-Doh: Turned over can of Play-Doh, housing a kiosk of tables and discovery cubicles

• Similarly - Sit & Spin, Mr. Potato Head, Step Start Walk’n Ride, Dino Roars etc

Rationale:• Drive point of purchase sales through actual

engagement and play exposed on site at the Playskool “Discovery Tour” park.

• Younger moms and those with children aged five and younger are more likely spending time planning both healthy and educational activities for the kids

non traditional

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concept

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NewspaperInsertObjective:To gain awareness of the Discovery Tour and to promote a Sales Promotion in which customers who attends the event will be given special discounts off toy purchases

Strategy:• Place the Inserts in Regional magazines that tell

the audience: Tour Destinations Tour Dates Opportunity to get special discounts• Use a creative map illustration to visually

communicate the Discovery Tour. • Include one coupon on the Direct Mail as a

teaser to entice people to attend the tour.

Rationale:• Coupon redemption for moms has increase

27% between 2008 and 2009. We’re hoping the increase in coupon interest will spark an interest in attending the event.

• Newspaper consumption still relatively high Index 104

Platforms:Regional Newspaper

MediaPlan:• Mid-week August - Sunday Newspaper insertion• Every Sunday hence until the Discovery Tour

concludes in the beginning of October. • After which it will come to a close until

reappearing December first to start the Good-Will promotion campaign for the holiday

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concept

Invites You...

Seetheworldthroughtheeyesofyourchildthisfallwhile discovering great Playskool products in thegiant interactive world of the Playskool Discoverytour.JoinPlayskool’sToyExperts,alongwithlocalparentingandcommunityorganizationswhowillbeonhandansweringanyquestionsyoumayhave.

Coming to a store near you!

Los AngelesChicagoNew YorkBoston

D.C.AtlantaDallasMiami

P.S.Learnmoreatwww.psdiscoverytour.com

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Objective:To gain awareness of the Discovery Tour.

Strategy:• Press releases to national and regional media

networks promoting the Discovery Tour. • Partner with community programs and preschools.• Toys ‘R’ Us will also be promoting the event within

the stores.

Rationale:• In order to communicate the innovative nature

of the tour, it’s necessary to find credible sources(News) that can persuade people to attend the event.

• We hope to generate word of mouth from PR which studies have proven that moms rely on word of mouth more often than other avenues when considering a toy purchase.

public relations

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InternetObjective:To establish a digital presence with an increasingly more tech-saavy consumer base, while reinforcing messages positioning Playskool as a trusted name and resource in preschool toys. • Advertise the Discovery Tour event online regionally.• Create as much buzz for Playskool with minimal

budget.

Strategy:• Create a microsite for the Playskool Discovery Tour

Event• Advertise for the event using Facebook targeted

ads.• Invite “Mommy” bloggers to exclusive opening

Discovery Tour event.• Create a Playskool will combine traditional media

messages with digital simplicity for the Heart of Discovery campaign.

• The site will feature an interactive map with all the tour stops highlighted with store information, and local community groups that will be participating.

• The information will be displayed in a map of the US, with a giant tractor-trailer representing the tour.

• Below the graphic, there will be an area for Twitter feedback about the Playskool brand, as well as teaser blog posts that will direct parents to the “PS” parent’s resource section of playskool.com

• The world Facebook’s targeted ads allow us to run advertising in the markets where the tour stops will be coming to.

• The Discovery Tour Microsite will also feature blog components from PS, Playskool’s parent section. The PS will also be reassigned from the campaign brand message to the trigger word, or call-to-action for parents to go to www.psdiscoverytour.com and later www.playskool.com. This call to action will be featured in all campaign executions.

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concept 1 DiscoveryTourWebsite

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concept 2 FacebookAd

Facebook Marketing 100 Days x $50 a day = $5,000 The world Facebook’s targeted ads allow us to run advertising in the markets where the tour stops will be coming to. Example: New York by targeting women between the ages of 23 and 45, we’re able to reach over 60,000 women.

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Media Plan

Aroundtheyear• The media plan for one year is described below. It includes traditional and non-traditional media that was discussed earlier. • Considering the revenue for the year 2008 being maximum in the 3rd and 4th quarter of the year, the seasonality of our

promotions and events are planned along the same time.• The event is planned around the time when school closes for a break, which is in the third quarter.• Public Relations will start one month ahead of the event and will last until the event ends.• In-Store and Internet are two mediums which would require a presence through the whole year.• Media Plan is flighting, absent in the first quarter, picking up traditional media buys in Mid Summer continuing through the

holiday season

JUL AUG SEPT OCT NOV DEC JAN FEB MAR APR MAY JUN Newspaper Magazine Television Direct Mail Sales Promotion In-Store Internet Event Public Relations

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Media Impressions Sales

Print

Circulation of the newspapers and subscription of the magazines.

Measurement through the sales promotion coupon inserted

TV TRP Measure sales after ads are aired

Sales Promotion

The media through which coupons are distributed

Measurement through the sales promotion coupon

Internet

The number of visitors to the micro-site and the website; Number of visitors via Facebook, Google and other online ads into the site

Measurement of online sales;

In-Store

The number of Footprints following the hearts; The coupons that are used from the in-store handouts

Measurement of sales using the coupons from the in-Store displays

Event The number of participants in the event

Measurement of sales right after the event using the coupon

Direct Mail

The number of people to whom the mail is sent

Measurement of sales using the direct mail coupons

Evaluation

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WehopeyoufeelourplanwillbenefitthePlayskoolBrand,andwewanttothankyouforreading.Theprocessdoesn’tstophere.WearetrulypassionateabouttheseideasforPlayskoolandwelookforwardtocollaboratingwithyouinthehopeswecanmaketheseideascometolife.

ThiscampaignwasproducedandcreatedfortheAdvertisingMastersCapstoneattheS.I.NewhouseSchoolofPublicCommunication.NoneofthiswouldhavebeenpossiblewithoutthededicationofalltheNewhousefaculty,staffandstudents.SpecialThankstoDr.JamesTsao,DanLombardi,andTheresaBatycki.

Special Thanks

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References

Euromonitor, International. (2010). Mattel inc - toys and games - world.

Retrieved from warc.com

Hasbro, Initials. (2010). Press release.

Retrieved from Hasbro.com

Euromonitor, International. (2010, April). Hasbro inc - toys and games - world.

Retrieved from warc.com

Bulik, Beth Snyder. (2010, March 29). Fisher- price play, laughs and grows into global brand.

Retrieved from adage.com

Teague, Kevin. (2007). Mattel, inc.: Play. Laugh. Grow. campaign. Encyclopedia of Major Marketing Campaigns, 2.

Retrieved from warc.com

Gale, Group . (2006). Global industry overview. Encyclopedia of Global Industries,

Retrieved from warc.com

(2006). Retrieved from Simmons

(2009). Retrieved from MRI

LeapFrog, . (2009). Leapfrog reports first quarter 2010 net sales up 42%.

Retrieved from leapfrog.com

(2010). Retrieved from Fisherprice.com

(2010). Retrieved from Playskool.com

(2010). Retrieved from Leapfrog.com