Funosophy Serves as
Interim Marketing Department
"Our company grew faster than expected and we needed additional marketing support to keep up. Without missing a single beat, Funosophy jumped in and kept things moving forward. The line is a hit and we couldn't have done it without Funosophy!"
- Bill Beebe, Executive Vice President,
Character Direct
- Situation
- Character Direct was poised to release a major new licensed toy brand into the mass market and needed additional marketing support. Funosophy stepped in to serve as their interim marketing department.
- Contribution
- For nearly a year, the Funosophy led Character Direct's marketing efforts, including the creation and execution of a strategic marketing plan. Funosophy managed the brand's annual advertising campaign, package design, and promotions on behalf of Character Direct, as well as liaising with the licensor.
- Results
- Brand sales exceeded expectations in the mass market channel, thanks in no small part to Funosophy's contribution.
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Clarity Session Helps Groovy Girls Innovate
"I found the session very helpful and there were more than a few 'ah hahs' that made things very worthwhile. Thank you for getting us there!"
- Arete Passas, President & CEO
Manhattan Toy
- Situation
- Approaching its tenth anniversary, the Groovy Girls brand positioning was being defined in large part by its current form factor. Manhattan Toy was interested in building a more robust product portfolio for the brand via brand extensions and product innovation.
- Contribution
- Funosophy conducted a Clarity Session with key Groovy Girls brand stakeholders to help Manhattan Toy identify what was sacred about the Groovy Girls brand and what was open for innovation.
- Results
- The Clarity Session helped get the stakeholders aligned on the brands positioning and opened up new possibilities for innovation
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Clarity Session Results in Complete
Launch Plan for Ohio Art
"Not only did Funosophy's Clarity Session help us create a compelling and competitive positioning for our new product line, thanks to you, we also have consensus on our complete product plan, including the number of SKUs in the line, segmentation, price points, packaging approach, and planogram. All this in just one day! Wow!"
- Jo Wood, Vice President,
Product Development and Research,
Ohio Art
- Situation
- Ohio Art was planning a major new initiative and they looked to Funosophy for validation of their direction. We encouraged the team to participate in a one day Clarity Session for the line prior to reviewing the initiative together.
- Contribution
- Funosophy's Clarity Session resulted in a multitude of important insights regarding the positioning of this new initiative. This had significant implications for product packaging and communications. In fact, the entire launch plan was reinvented much more powerfully than the client had previously envisioned and it all happened in just one day!
- Results
- Our guidance and the Clarity Session process helped Ohio Art develop an entirely new positioning, strategy, and product plan. Look for this exciting new initiative in 2007!
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Helping LeapFrog Launch a
New-to-the-World Concept
"Your involvement with the Fly project was instrumental in making it not only LeapFrog's most successful launch ever but also one of the best consumer product introductions of 2005. Your special marketing insights and creativity allowed us to connect with this elusive tween audience, and your dedication to the project was far beyond the call of "consultant". Thanks." - Jerry Perez, President,
LeapFrog Enterprises
- Situation
- LeapFrog's FLY product was such a radically new concept that the company knew they would need the most expert minds in the kids' space. LeapFrog looked to Funosophy for help defining the value proposition of this innovative product, supporting the $99 retail price point, developing a strong positioning, and defining a comprehensive product plan and marketing plan.
- Contribution
- Funosophy conducted a Brand Positioning Clarity Session to harness the thinking of the internal team. We then worked hand-in-hand with the multi-disciplinary LeapFrog team to define final product positioning and validate it through consumer research, including using our monthly consumer research tool, Concept Selector. LeapFrog was so pleased with our contributions that they asked us to officially join the team through the launch of the product and to help the company stay relevant with tweens along the way. As such, we led the development of the product plan, pricing profile and P&L, and complete marketing plan, including advertising, a major tie-in promotion with Mead, packaging, a significant online initiative, and more.
- Results
- The launch of LeapFrog's FLY Pentop Computer was one of the company's most successful product launches ever and also one of the most talked about consumer product introductions of the year.
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Innovative Design Leads to New
Brass-Key Disney Collection
"You have officially blown the socks off of everyone on our creative team!! The designs sparked some of the best "oohs" and "ahhs" I have ever heard here at Brass Key. I wish I could bottle up our review so you could share in the excitement. We are overwhelmed with the beautiful, creative and FUN designs you've come up with! Our minds were racing with possibilities! Again, we are SO excited and SO thankful for your wonderful and creative minds. You go girls! Many thanks." - Sarah Mullins, Licensing Director,
The Brass Key, Inc.
- Situation
- Brass Key, a company that specializes in translating upscale product trends into mass market successes, has been a Funosophy client for four years. We helped expand their business into the category of licensed porcelain dolls and into additional categories using various Disney properties. Brass Key needed a show-stopping product vision and they looked to Funosophy for assistance in developing innovative product concepts.
- Contribution
- Funosophy's creative team tackled the challenge with gusto and created a series of extremely innovative, new-to-the-world product designs. We opened Brass Key's thinking to an exciting new dimension of product possibilities. The licensed product line we developed for them captured the unique essence of each property in a compelling and integrated way. Once this innovative product line had been defined, we also helped Brass Key present the line to Disney.
- Results
- Funosophy's breakthrough creative thinking and professional execution helped Brass Key develop an innovative product line and secured a coveted consumer products license. They have since asked for Funosophy's help in developing the line through execution. Look for this exciting initiative in 2007!
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Funosophy Expertise Helps Imperial
Win Top License
"You did an amazing job researching the marketplace, analyzing our opportunity, and developing a completely unique and innovative direction for our pitch. We love the results!"
- Tim Thompson, VP of Marketing,
Imperial Toy
- Situation
- Imperial Toy, a leader in the novelty toy business, wanted to overlay top Nickelodeon licenses on their novelty and water play lines to increase sales and profitability. Internal resources were stretched so they asked Funosophy to assist them in putting together the pitch.
- Contribution
- Funosophy researched the market to understand the competitive climate, helped Imperial formulate a stand-out pitch, and pulled all of the pieces into a professional presentation.
- Results
- Our competitive research, creativity, and expert planning helped our client win the top Nickelodeon licenses for both the water play and novelty categories. Both lines will launch in 2007.
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Licensing Catapults Makit Sales
"Funosophy has brought a wonderful library of license opportunities to us such as Disney, Marvel, and HIT Entertainment. They have helped us broaden our branding and marketing position. We now stretch across ages and markets we never reached before. Funosophy facilitated a Company clarity session that allowed us to open our minds to the true essence of our branding. Thanks to Funosophy, we now have a clear vision of what we are selling and where we are headed as a Company."
- Teri Fittz, Chief Operating Officer
Makit
- Situation
- After nearly 40 years in business, high-quality activity kit manufacturer Makit was looking to expand their business in a big way. Funosophy met with Makit, reviewed their product line, and suggested licensing as a means to achieve their big-time growth aspiration.
- Contribution
- Given their incredibly unique product line, Funosophy suggested that Makit "go for the gold" and pursue the biggest, most sought-after license on the market; Disney. We created a strong vision for how the new licensed brand would be positioned to the trade and to the consumer, guided preliminary product and packaging concept development, and developed a compelling presentation. We led the pitch and communicated the vision to Disney with credibility and passion.
- Results
- Funosophy won the Disney license for Makit and has subsequently negotiated licenses with Marvel and HIT as well. Licensing has transforming Makit from a Mom & Pop operation to a big-time, mass-market player. Makit's licensed products have since appeared in Walgreens, Target.com, and the Home Shopping Network, just to name a few!
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Licensing Opens Doors for What Kids Want
"Funosophy really helped us focus on the essence of the licensed characters we were pursuing. This intense focus and insight enabled us to create a top-notch product line that tied directly into the spirit of each property. The results speak for themselves!"
- Jordan Kort, Co- CEO,
What Kids Want
- Situation
- What Kids Want wanted to enter a new category by obtaining the Disney license, which was up for review.
- Contribution
- Funosophy identified and seized upon the company's strengths and recommended the overall approach for the pitch. We created a strong vision for how the new licensed brand would be positioned to the trade and to the consumer, guided preliminary product and packaging concept development, and developed a compelling presentation. We led the pitch and communicated the vision with credibility and passion.
- Results
- This small company beat out numerous larger competitors to win the license.
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Instore Insight Helps Manhattan Toy Product Manager Get Into "The Groove!"
"I have to say this is one of the most informative and useful reports I have seen coming out of this industry to date. The level of detail and the intuitive formatting really impressed me!."
- Derick White, Product Manager,
Manhattan Toy
- Situation
- The product manager of Groovy Girls was new to the toy business and needed to get up to speed quickly on the doll category.
- Contribution
- Funosophy's Doll Category Instore Insight
- Results
- Another satisfied research client!
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Online Research Provides
Master Replicas Invaluable Insight!
"The bottom line is Funosophy will help your company. That is not my opinion it is a fact. I could go into the different services they offer but I won't. It is a waste of my time to help our competitors. Everyone in Toys and Collectibles should just be smart enough to call Funosophy and ask them about a Clarity Session or Category Review."
- Kevin Eslinger, Creative Director,
Master Replicas
- Situation
- Master Replicas, a major collectibles company, needed comprehensive competitive data to help them refine their year two product strategy.
- Contribution
- Funosophy's Collectibles Category Online Instore Insight
- Results
- Another satisfied research client!
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Innovative Packaging Reinvigorates
Classic Small World Line!
"Everyone at Small World Toys is really impressed with all of the services Funosophy has provided us, but particularly with their help in the relaunch of the Gertie(r) product line. Your fresh approach and experienced team really helped us re-invigorate this classic line. Our current customers loved the change and the new presentation opened many new doors for us. Sales have been phenomenal and they continue to grow! Thanks!"
- Karla Ilarde, Director of Marketing,
Small World Toys
- Situation
- Gertie, a successful product in the specialty channel, wanted distribution in Target, but their current positioning and packaging was too weak to stand up in the mass environment.
- Contribution
- Funosophy worked to define a compelling consumer positioning and developed the tagline "World's Most Catchable Ball." We redefined the logo and created a new packaging structure that more clearly showcased the product as a ball. We also developed a cohesive line look that created a billboard for the brand on shelf.
- Results
- Gertie achieved distribution in Target and the brand grew +32% in the specialty channel on the basis of the new packaging!
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Marketing Backup Keeps Razor Scooting Along
"No matter the type or size of the project, Funosophy is there when we need you, producing on-target results that exceed our expectations. Your vast toy experience is a huge plus."
- Katherine Mahoney, VP of Marketing,
Razor USA
- Situation
- Razor USA, a trend-setter in the kids' vehicle category, has turned to Funosophy for help with a wide variety of marketing and product related projects.
- Contribution
- For each project, Funosophy dipped into our pool of experienced toy marketers to find just the right consultant for the job. The breadth of our individual marketing specializations, coupled with our unparalleled expertise in the toy industry, allowed us to launch full speed into each project.
- Results
- Our individual marketing specialists, industry savvy, flexibility, and quick turn-around times have provided high quality solutions to many of Razor's overflow projects.
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Two-Hour Session Puts New Clients
on the Fast Track Toward Success
"We got more than we expected from the 2 hour session, including 100% of Funosophy's attention, knowledge, and ideas!"
- Eileen Morris,
Shnoozles
- Situation
- Some clients are new to toys and need a crash course in the industry.
- Contribution
- Funosophy's two-hour consultation session helps new clients understand the current climate of the industry, the marketplace, distribution cycles, successful financial models, and more. We also provide expert insight into specific product categories and provide an actionable analysis of the client concept, including competitive strengths and weaknesses and how best to get to market.
- Results
- Our new clients report that we have condensed a year's worth of learning into a single two-hour session!
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Success Stories
