Toys

Flycatcher Inc.

The Challenge

Flycatcher Inc., a small start-up, developed a unique multifaceted product that taught kids to draw, sketch, and write numbers, letters, and words using a Bluetooth-connected device. The challenge was to emphasize the fun aspect to the kids, the learning aspect to the parents, and the wow! factor which enabled users to download any photo from a smart device and turn it into a sketch.

The Solution

The first product I worked on was smART Sketcher Projector, conveying the “smart” connected aspect of the toy, and clearing establishing the ability to teach kids to sketch and write. I enlisted an educational consultant to ensure the letter writing process utilized correct keystrokes. Spelling content was developed to be consistent with national curriculum standards so it could be used in schools as well as at home. Product extensions included specialized topics for drawing and other languages. SmART Sketcher 2.0 was launched in 2021 and continues to be a main driver. Since 2017, I have been involved in every aspect of Flycatcher, including names, content, collateral, advertising, television, website, and product extensions.

The Toy Book

The Challenge

Present thought-provoking articles for members of the toy industry in The Toy Book. Engage both established members of the trade as well as attract new ones.

The Solution

By honing in on seasons, rising stars, and product trends, I provided insights and information to a focused audience. In 2021, I conceived the POP Quiz, challenging readers with toy trivia. The feature runs in every issue.

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Hape International

The Challenge

Hape is a company known for making educational wooden toys. However, although their products were well received and beautifully made, their innovative techniques and gender-and-culture-neutral designs were barely recognized. In order to differentiate themselves in the competitive toy market, their commitments to children, learning, and environmental responsibility had to be highlighted. Furthermore, their three distinct lines of toys needed to be incorporated under one corporate brand.

The Solution

Rethinking Play became the mantra for this company that already recycled, reduced and reused. A new mission statement that clearly defined Hape’s goals was released in a corporate brochure, press material, and brand catalogs, sending the message B2B. Beginning with the largest toy line (Educo), all of the packaging copy was rewritten, getting the same message into the hands of the consumers. Copy templates were created so that all future material would be consistent. An Eco-toys brochure further enhanced the ecology aspect of Hape. The long-term plan was to revamp each line to create a unified look and language.

Best Toys

The Challenge

The annual roundup of Nick Jr.’s picks for the best toys of the year began at Toy Fair every February, and continued until November when the list was finally published. In the process, I and a team of testers played with and evaluated over 500 toys, looking for quality, value, skills taught, age appropriateness, and fun. The feature was always one of the most popular stories of the year, drawing both new readers and advertisers. The perennial challenge was to give it a unique spin, differentiating it from other magazines and topping our own story from the previous year.

The Solution

Editorial and visual excitement shifted the focus year to year. In 2006 (pictured), the focus was on all kinds—and prices—of gifts that tapped into kids’ current passions, ranging from animals to art to music and building. Recognizing that parents no longer limited their shopping sprees to the mass market toy aisles, I scouted unique items from museums, clothing stores, and on-line sources. In 2005, I showed parents how to extend the fun (and skill-building) of play by focusing on their child’s one “must-have” toy. Shooting on location made it seem more like a lifestyle story than a toy catalog. In 2004, I gave parents the 411 on streamlined shopping—with tips, websites, best days and the best ways to buy. I even included a convenient shopping list. Each year, the feature was enhanced by national and local TV appearances and interviews.

Hot Toys

The Challenge

My annual “Hot Toys” list was released every October in Nick Jr. Family Magazine. The challenge was to whittle down all the toys that I had played with to a dozen that I thought would top every kid’s holiday list. Unlike the “Best Toys” in November, these winners didn’t have to enhance skills or follow any curriculum. They just had to be fun!

The Solution

Playing hard and fast with the toys. Knowing that half of what kids want is what they see on TV. Realizing that the second half of what kids want is what other kids have. Tuning into the latest tech. Trusting my gut. And talking to my own kids and testers. Year after year, my picks were mostly right on target. 2005 (pictured) was the year of Game Boy Micro.