Kids still circle their favorites
This catalog project was a cherished creative break from the fire drills of the holiday season. Writing for the toy catalog and supporting marketing had me feeling like a [don’t say it..] a kid at Christmastime!
After rousing brainstorms, the creative team decided on a gingerbread theme. The concept opened endless opportunities for poses, personas and a tone that came straight from the cookies themselves. Copy was written to engage kiddos. The aim was toy sales (obvi) but also positive brand interaction. We wanted to extend the life of the catalog by adding fun activities to keep it on coffee tables.
Gingerbread theme toy book
I wrote all the marketing and 17 activities, but “What’s your gingerbread name” is my favorite. Still in the production stage, I encouraged coworkers to write their gingerbread name on cube white boards, and it went viral, around the office. Even the company president asked leadership to introduce themselves with their gingerbread names at a company meeting.
The toy catalog struck a perfect balance of humor and heart. The result was a memorable campaign that captured attention, generated brand positivity and sold toys.