Radio Flyer has created icons of childhood for 98 years. They stand for a legacy of high quality, timelessness, and innovative toys that spark the imagination and inspire outdoor, active play. In Fall 2010, Radio Flyer began selling direct to their consumer. The website (radioflyer.com) features a “Build-A” platform exclusive to the site which lets shoppers customize their own wagons, trikes, bikes and scooters. Since the platform’s launch, it only accounts for five percent of total sales; shoppers still primarily purchase their traditional toys at mass retailers.
// BUSINESS CHALLENGE
Grow sales for radioflyer.com’s “Build-A” platform in the U.S.
// OUR ASSIGNMENT
Create a big idea that drives awareness and increases purchases on the “Build-A” platform.
Parents with kids up to 7 years old (core parents up to 3 years old)
The first eight years of a child’s life are defined as the formative years of early childhood development. For parents, this means watching their son or daughter go from babyhood to having entire personalities, thoughts, and opinions. Today’s parents measure their success not by a set of external standards, but by the happiness of their children. There’s a “free range” approach to parenting, parents want to raise happy, self-assured kids by fostering their ability to explore and express themselves.
“Do you wanna build a snowman? O.K., bye…”
As these children are developing their personalities and becoming actual people, they are instead choosing to be queen Elsa or tap away at an iPad. How long can a child stare down at their mom’s iPhone before he starts having neck problems and stops enjoying the sunshine? Can a Snow Queen stand the test of time for children, or will she melt away like all the cartoons before her? This playtime is the easy option, but parents know their children deserve more movement and stimulating activity. Despite their kids demand for more mobile minutes and Minion toys, parents hold the responsibility to expand their children’s developing minds to be more than just these elements. In their busy lives, they try to do this by creating simple experiences that are fun and exciting for their child, but also aide growth and activity.
Kids aren’t growing up with the same childhood that their parents had. Being a kid today is unexpectedly complicated-- and being a parent of these kids isn’t any easier. From the excessive mobile technologies to overabundance of media, parents are pining for the simplicity of real world and connected experiences with their children, trying to recreate moments in their own childhood. Some of the best memories from parents are rooted in the nostalgia of going to new places, seeing new sights, and trying new things with the freedom only active, engaging playtime could provide.
// ONE THING
Fuel your child’s imagination (and potential) with a Radio Flyer, made just for him/her.
Authentic, Playful, Trustworthy, Proud, Focused on Family Togetherness