VTech creates tech-centric teaching toys that foster a serious love for learning. The VTech brand is fun, colourful, and designed to connect powerfully with little ones. We worked closely with VTech on two inserts for Today’s Parent Magazine – a mini-catalog and a foldout growth chart – that demonstrate that principle very nicely.
VTech’s competitors usually appealed to the parents with regimented designs and somewhat traditional packaging and catalog work. This makes sense, on one level – parents are buying, after all. But we wanted to connect
to the kids themselves, so they would relate deeply to VTech’s products from the start. Think of the intense excitement you felt when you leafed through the Sears catalog before Christmas. That was the feeling we were going for.
Think of the intense excitement you felt when you leafed through the Sears catalog before Christmas. That was the feeling we were going for.
How does a six-year-old think? Not in a linear way, that’s for sure. If we wanted to connect deeply with that budding brain, we needed to create something with the same vivid profusion of shapes, colour, and fun new creative ideas. Thus, for this piece, the VTech tagline – “Where Amazing Begins” – emerges from the tumble of toys. The effect is very organic and spontaneous, just like the mind of a young genius.
Within this jumble of genius, we embedded a VTech logo search. Entries flooded in, with the occasional young sleuth accurately counting every logo on all the toys (there were nine in total). This gave valuable feedback on the effectiveness on the campaign – and also rewarded those shining-eyed, logo-hunting enthusiasts with a deep discount.
At every opportunity, the playful reminder of ingenious fun was brought to the fore, echoing the energy and spirit of its very excitable audience.
VTech creates stuff for the long haul, so we wanted to create a keepsake that parents and kids could keep and refer to for years. Growth is what it’s all about – for kids and parents both. So we set out to creatively track the growth of little ones – on their way to being big kids. It’s not just about sales. VTech is a part of the life of many families.
Stickers with a simple, modernist shape – and plenty of space to personalize – made this a nice little keepsake that wasn’t too salesy at all. Now that’s one to grow on.