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The Toy Story: Finding Business Value in the Children’s Market

Idea and concept testing for toy company

Business Problem

Toy manufacturers are often dealing with quick mindset shifts and even quicker shelf life. Understanding likeability, uniqueness and purchase intent to appropriately position a new product line is often a challenging front. A premier toy manufacturing company found itself in a scenario just the same, when it collaborated with Borderless access to understand consumer expectations and triggers across geos for the category for a new product line

What we did and how

We leveraged our online community panels across three markets to reach out to the target audience for a quantitative and qualitative online survey
We used virtual shelf simulations to test concepts and get immediate responses to test associations and identify different positioning impacts against competitors

Key Insights

We identified different associations across the three geos. While the UK market made strong associations as a fashion doll, Germany and France were found to be more apt for preschoolers

Client Impact :

We worked with the company to reposition the product line with relevant concept alterations, messaging and distribution across geos. The brand was able to stay ahead of the curve with its new look and feel.

Market

UK

France

Germany