In markets like toys, where products and trends are moving at a super-fast rate, strong client/agency relationships are essential to getting things right. We have worked with many clients to face the uber-critical scrutiny of children who will cut a brand or product idea to pieces with one dismissively-bored shrug. Toy trends and crazes come and go. By the time you’ve seen ‘the latest thing’, it’s too late. You’ll never develop and get new product in store before the storm has blown over.
Slimes and putties are a global craze, so it’s not profitable enough to just throw out a me-too. The question at a Creative Board meeting with Keycraft was how might we combine other features to capitalise on the interest, but minimise risk. Collectables is something we know more than a thing or two about, so the potential to add this aspect into a slime product was explored amongst the teams. In a little over two hours we had sketched a range of 24 'Goobands', each with a unique name, character face and collectable wrist band – giving the product an all-important way in which kids could display and share their collected purchases with friends.
In three weeks we had brand, product designs and marketing ready to go – including photography, print and animation, and within 6 weeks we had units in-stores across Europe and impressive pre-orders. The first quarter saw 600K units sold, with three of the SKUs listed in the company’s top ten for business value. The commercial success came from a creative partnership, based on trust. It was a genuine collaborative situation that drew on all the skills and knowledge inside the business, including ours, to make the decisions and get to market fast.