Toys “R” Us was experiencing a decrease in foot traffic to their retail stores, largely attributed to the rise of online toy stores. Launching their own e-commerce platform didn’t help either as they found themselves “late in the online game”. We needed an idea that would bypass the confines of a physical store and drive lost/potential customers to our online store instead.

Tasks for Toys was born – an app that allows kids to complete tasks set by their parents and earn their favorite toys. It wasn’t just a mobile app that got people to visit our online stores, it was a well-thought out digital advertising concept that provided genuine value to our customers.

The navigational design of the app had to be simple while the aesthetic design had to reflect the fun in the brand personality. We wanted it to be personal too. Kids could make a virtual “agreement” with their parents through a thumbprint recorder, maximizing interaction between parent and child.

To launch Tasks for Toys into the market, we relied heavily on owned media channels like our Facebook page, that already had a substantial following. Store displays and EDMs were also used to drive existing customers to download the app.

In the first week of launch, over 5,000 downloads of the app were made on the Apple and Google Play Store.

Thousands of kids in Singapore earned close to half a million app points and were rewarded with their favorite toys, with many more on their way to earning theirs.

The Toys “R” Us online store saw a 27% increase in purchase of high-priced items. For the first time ever, a spike in sales was experienced during the non-peak period outside of school holidays.

Tasks For Toys wasn’t just a mobile marketing tool. It was a sustainable platform that delivered practical value to our audience and one that ensured a constant stream of visits to our online store.

More importantly, we started to regain our position as the “Authority in Toys”. All this, simply by helping kids learn through play and making the most dreaded tasks rewarding and fulfilling.