Writing and collaborating with a team of creatives to modernize the Little Tikes brand ahead of it’s 50th anniversary, I helped rebrand Little Tikes to focus on millennial parents as its target audience by positioning the brand as a way that parents could play together with their kids.
Brand Refresh Announcement Video
Website Refresh
Updated Brand Packaging
The Approach
Leading the copywriting on the brand refresh and subsequent creative work, I refined Little Tikes’ brand positioning and identity to target millennial parents and give the brand a fun, playful tone that resonated with them based on our internal market research.
I then wrote copy for a wide range of tactical projects including a new direct-to-consumer website, 360 integrated media campaign, refined email marketing funnel, organic social content, refreshed packaging, and in-store materials.
By refreshing the brand’s image and tone, we brought a generation of parents who had grown up playing with Little Tikes toys back to the brand.
The Results
The brand refresh went live in the summer of 2019 and received a tremendously positive response both from toy industry insiders and parents at large. 2020 went on to be Little Tikes’ best financial year to date as a brand with nearly $500 million in global sales.
Jeff Girten 