Brand Objective:

Expand a girls collectible toy line (created by an independent design studio and distributed by a specialty toy company) by establishing a meaningful licensing program to compete with the likes of L.O.L Surprise, Num Noms, and Shopkins at mass retail.

Strategy:

Build the IP into a multimedia, character driven collectible franchise by developing white space opportunities in the market and transcending the “slow rise foam” toy trend classification.

Implementation:

Smooshy Mushy has established itself as a meaningful licensed property by aligning with 25 of the best in class North American licensees across all key girls classifications. This, along with the development of short-form animation and a sticky app, has driven significant engagement and support with key mass market retailers while being first to market against new competitive properties.

Results:

Walmart – dedicated multi-licensee plan-o-gram space in 3800 stores; End-cap feature promotions for core toy, plush, and games; Racetrack ½ palette promotion for craft and activity products; #1 selling sleepwear item at Walmart for Q4; Feature plan-o-gram space in 1600 Target stores; Core toys distributed to over 30K retail store fronts selling in excess of $200M at retail in 2 years.

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