Moose Toys was looking to advertise a collectible line of miniature grocery-inspired characters in a way that stands out in a crowded toy market and establishes a recognizable brand look and feel.
Shopkins
Creative Approach
We decided to focus on the storytelling and world-building to give Shopkins a home, a voice, and a personality that children would remember and revisit again and again. This was done by establishing Shopville, a bright, whimsical environment where every Shopkin could “live” and interact and creating a signature sound that was catchy and instantly recognizable.
Campaign Execution
We launched a series of television commercials that leaned heavily into Shopville. Each ad introduced the characters in context, with quick story snippets that showed them being cheekily mischievous. Each ad in the multi-season campaign was layered, giving kids a reason to keep adding to their Shopkins collection.
The Results
Within months of launch, Shopkins became a cultural phenomenon in the kids’ collectibles space. The distinct world of Shopville, paired with the unforgettable jingle, helped grow Shopkins into a billion-dollar brand, which we continued working on for the entire brand lifecycle as well as its several offshoots, including Shoppies.
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