Today’s work: Internal IP / Marketing Program Revamp

TODAY’S WORK

Today I successfully pitched a toy studio Creative Director on a revamp of his internal IP program. My concept was that the merchandising of his own IPs can be standardized and harnessed to give the process a dual function.

THE CONCEPT

While the toy studio may in fact sell these new products direct to consumers in their shop, the items would also be crafted from the start as a modular promotional / pitch asset. Focusing on a different category of goods each time, the studio will eventually have a brand new product in each of their four main categories in which they work, as a show pony to illustrate what is possible creatively when we work with outside brands to merchandise their own IPs.

“BENNYFITS”

And this of course both expands the toy studio’s own IPs, gives the studio something to talk about, and informs the studio with invaluable information: the cost of producing a variety of goods at a variety of factories (prices change yearly!), which factory partners do the best work and are easiest to work with. And at the same time the exercise gives potential clients a wealth of proprietary toy platforms that they can tap into at a lower cost to expand their own product offerings, OR use as a model to for the studio to develop a similar program for the client.

Sometimes I have shockingly useful brainstorms.