For children aged 3-5 the transition from care giving ‘first’ dolls to fashion-based doll play can be a huge leap. Hasbro’s Baby Alive needed to evolve beyond traditional caregiving dolls to appeal to girls aged 3-5, who are transitioning into more imaginative and fashion-centric play. The challenge was to bridge this gap while standing out to parents in a competitive market.
Research revealed that 65% of parents want toys that foster creativity and social skills in their children. At the same time, from age 3 and beyond, kids start to take control of their nurturing play, going beyond parenting role play to reflect their wider friendships, interests and experiences.
We launched a new proposition ‘Play Your Way.’ This campaign showcased the doll’s versatility, allowing kids to engage in both nurturing and fashion play. This was then rolled out into executions across omni-channel touch points, from in-aisle POS to digital content and influencer partnerships, resulting in a significant boost in sales and positive feedback from parents and children alike.
