Planning: Consumer focus groups (mums/kids 0-5yrs) to unlock insights into consumer groups; Kids/mums don’t get chance to ‘test-drive’ toys before purchase, parents suffer purchase dissonance and educational benefits play significant role in purchase decision.Design: Working with child experts we designed/built the PlayTrain from light-weight, child-friendly colourful materials.Developmental Messages: Recruited qualified early childhood educators to use as promotional staff at PlayTrain. Authors of children’s literature wrote developmental messages for pamphlets.Kid Friendly Spaces: Identified shopping centres as key location for mums/kids. Selected most appropriate shopping centres nationally based on demographic profiling, footfall, number of key Fisher-Price retailers.

Sales results – 11% sales lift on previous year.Reach – 10 312 mums and kids enjoyed the PlayTrain. 10 312 developmental brochures distributed. 6000+ free photos of kids given to parents.