Play Pattern Exploration & Premium Toy Brand Development

A leading international toy manufacturer needed to understand the dynamics of 4 to 9-year-old boys play patterns & the position of toy cars & play sets within the play/purchase cannon. The research was also required to inform the strategy to increase appeal & uptake of a new, premium licensed range. Groups were conducted with mums and boys in the UK, Germany, and Italy, enabling us to provide detailed recommendations centred around product appeal, refinement and likely take up of proposed licensed concept set against cultural context for each country.