Playskool/Advertising Capstone Campaign

2011 1

agency profile casa ca sa nueva Founded in May 2010, Casa Nueva is comprised of Nick Cicero, Mike Daugherty, Ryan Smith, and Pooja. Casa Nueva, meaning “House of New,” seeks new and exciting brands young and old to create thought-provoking and creatively driven campaigns. Nick Cicero..............ncicero0@gmail.com Mike Daugherty.......mbdaughe@syr.edu Ryan Smith..............rysmith59@gmail.com Pooja.......................pooja@syr.edu 2

4 Executive Summary table of contents 5 Situational Analysis 15 Research & Insight 19 Strategy 24 Creative Executions 41 Media Plan 42 Evaluation 3

Executive Summary It’s tough to be a Mom in the 21st century. Not only is your family changing and growing, everything around you is too. In this world where we move from screen to screen, the toy industry is as saturated as it ever has been. Everyday you see more and more “experts” repeating the same thing other toy companies are saying: “our toys provide your child with a fun learning experience.” But when you’re two feet tall and brand new to the world, isn’t everything a learning experience? Of course you want your child to walk and talk, read and write, but you also want him to develop a personality, learn from mistakes, and write his own life’s story. Exploration, imagination, experimentation are all the core components of a creative and expressive child’s development. Which is why for Playskool, toys are not just about what your child gets out of play, but how they get there. Starting with our product and ending with our customers, Playskool unlocks the love of learning with a simple formula. Playskool is the Heart of Discovery. 4

Situational Analysis toy market There’s no denying that Playskool is in a fight for market strategies. The failure to apply the correct market survival. The have found themselves in the middle of a message and product differentiation have left confused battle for share of a 21.5 billion dollar toy industry, the infant/ consumers with scores of parity messages about preschool preschool category being the highest grossing sectors of the toys toy market with 3 billion in total revenue (TIA, Inc. http:// The greatest problem facing the toy industry is this www.toyassociation.org). product parity. Most parents purchasing toys don’t rely on the brand name but rather the nature of the toys design Although historically number two in their category, and features to dictate their purchase decision. Leaders in that remains a relative term with Fisher Price claiming the the industry like Hasbro, Fisher Price, and the technically number one spot by high margin. Toys sales have not been inclined up and comer LeapFrog, struggle to find the right immune to the economy. According to market research, equation to help them establish brand loyalty and in turn, a U.S. retail sales of toys generated $21.6 billion in 2008 bright and happy future. compared to $22.3 billion in 2007, representing a decline of 3%. Hasbro, the parent company of Playskool, also Parents will always want to provide their kids with reported a revenue decrease of 6% for 2009 (The NPD toys that can inhibit learning and imagination. The share Group, Inc.). leaders in the preschool toy market have been able to do this. However, what they have not been able to do is create The quest to find the right set of toy features have a brand identity that creates loyalty to their toys. So Where does that led to innovative jumps in product quality. The product developments have not been met with as equally innovative loyalty lie? 5

competition Founded in 1995, LeapFrog is a designed, developed and marketed as a family of innovative technology-based learning platforms and related proprietary content for children from birth Fisher-Price is the clear-cut industry leader, with sales through age 14. grossing in the billions. The Mattel brand has positioned itself as the comprehensive leader in a full line of children’s • Sales of $400 million products from birth to middle school. • Expensing $40 million on advertising • Large licensing department, including Disney, Nickelodeon, Thomas the Tank Engine and • Media includes direct marketing, print, television, and a number of other popular characters. in-store demonstration displays. • Expensing $50 million on advertising. • Current campaign focuses on technology as the focal point using the tagline, “See the • Media includes print, outdoor, television, event Learning”. marketing and social media. • Products cover subjects such as phonics, reading, • Current campaign targets Gen X mothers, using writing, and math which manifest into more than 340 the tagline “Play.Laugh.Grow.” interactive software titles. Second Tier Competitors • Infantino- Manufacturer of toys, playmats, carriers, bouncers, and puzzles. • V-Tech- Specializing in electronic learning products. • Garanamils- A creative tool that helps children and parents coordinate outfits. 6

playskool Brief history of the Playskool Brand Playskool was founded over a century ago upon the principle that children could learn through play, specifically through toys. Throughout the years the company has changed owners and slogans, however the fundamental component remains: Playskool toys are aimed at building the developmental motor skills of babies, infants, and toddlers. The Playskool product line is comprised of quality toys giving children an endless world to learn and play, without limits on their creative development. Notable products include: • Mr. Potato Head Share/Sale: 2009 Hasbro Sales were approx. 4 Billion • Play-Doh • Tonka • Tinker Toys Spending: 5-10 million, approx. 1/5 of Fisher Price • Lincoln Logs Media Usage • Print, Television,Web, Direct Mail • Social – Facebook: 647 ‘Likes’ Parents can upload pictures and videos of their kids – Twitter: 450 followers but very active and responsive 7

creative history 8

target Active moms. Mothers with children age 0 to 5, who are immersed in their children’s lives and who understand that childhood experiences could potentially set them up for success in the future. These moms enjoy watching their children discover themselves through curiosity and imagination. The “Oh my gosh honey, get the camera”, type of moments are very important for our mothers. They serve as milestones in a child’s life and moms have a earning to be apart of that. Demographics Psychographics (MRI 2009) • Children from Birth to age 5 • Social Networking is a priority; Moms who use • Graduated or attending college social media regularly has increased from 11% in • HH income of 75K+ 2006 to 63% in 2009. • Married or Engaged • Currently working Full/Part time or have worked • Most moms log on to Facebook at least once prior to being a mother. 71% of moms participate a day and more than two thirds log on twice a in the workforce and one in four work out of the home. day or more. Three quarters of moms report that they are fans of at least one company on Facebook, especially those with a parenting Behaviors emphasis. • Rely on children’s requests, advice from family/friends, and brands that they are familiar • Not Tech Savvy; Tech Aware. Nine out of 10 with, when considering a purchase. Seven moms reporting that they own or use digital in ten moms say that brand familiarity is a cameras. However, moms primary concern with important factor and nearly two thirds of moms technology is multiuse and convenience— not cite children’s requests and more that half say feature richness. that recommendations from family and friends are important influences. 9

meet Becky A 30 year old married, mother of two. A to time (more as a babysitter than anything). The Household income of roughly 100k. Becky and her twins can be a hand full at times, but she still makes a husband have three year old twins; one boy and point to play with them once a day. The family makes one girl. Becky is a college graduate and before frequent trips to the park and zoo. Becky likes to keep giving birth she worked as a successful real estate fresh fruits and vegetables in the house to maintain agent. During the first two years, Becky was a stay a healthy lifestyle for her family. Although not as at home mom; recently she decided to work part important, she does manage to run at least 3 times a time at home, although her main concern is still her week to stay active. children. Safety, emotional health, and nutrition continue to be top priorities for Becky while raising When it comes to toy purchases Becky relies on her twins. It may not be her favorite thing for her friends and family for advice. However, she does enjoy kids to do, but they have grown fond of the Disney surfing the net for specific toy reviews to back up that channel and she does let them watch it from time advice. When purchasing a toy she asks herself: Is the toy simple and sturdy? Does the toy influence creativity and imagination? What’s the longevity of the toy? Are there learning components? 10

swot Strength Weakness • Playskool has well-known core products • Playskool has a long lasting failure to make such as Potato head and play doh consistent connection with its target audience • Products and services offered are a mix •They have low media spending between fun and education • The product line is limited and limiting • Core set of skills is used with the products • The current campaign (P.S.) fails to deliver of Playskool. Eg. Balance, motor skills, the appropriate message language, imagination, role-playing etc. • Facings in the store are very poor • Playskool keeps it simple. • Visibility of the brand in the retail store • Playskool has a better Facebook page than • Visibility of the brand amongst others is low Fisher-price • Cost of the toys - not as expensive • Creativity is left in the child’s hands • Not bounded by technology 11

swot Opportunities Threats • Search Engine Optimization, that creates • Leap frog, the competitor, connects with more awareness the teachers and directly with • Social Networking including an online education community, Facebook, twitter, blogs etc • Sustainable campaign themes from • Industry growth in the year 2010 competitors like Fisher Price • Connecting with the Hispanic population • Competitive online applications • Connecting the P.S. campaign with the • Competitive Online Community target audience. • Seasonality on the sales and campaigns • Seasonality - Using the rest of the year • Advancement in online media, the era of (apart from 4th quarter) digital learning through games • Be a part of the baby section in stores • Electronic, computer-like games • Create a unique space for the brand in • Limited Budget stores • Highlighting the focused product line 12

playskool predicament Parity in Product Category • All preschool toys have some inherent educational value for a child’s development. • The entire preschool toy category advertises this “learning through play” theme. Consumer Awareness of Brand Benefits • Current Playskool campaigns fail to express the differences of toy design and development from their competitors. • Fail to communicate that Playskool’s products are simply designed and allow for the constructivist model of childhood development by encouraging learning without traditional environmental or imaginative constraints. • Fail to communicate that Playskool focuses specifically on preschool development. • Fail to provide a brand identity that will motivate mothers to purchase Playskool toys specifically. 13

Objective Through an integrated marketing campaign, Playskool will become the top of mind brand for toy-purchasing mothers of children aged 0-5. This will be done while establishing Playskool as the market leader and expert of preschool toys. 14

Research & Insight Secondary Primary • MRI (2009) • 1 on 1 interviews (5) • Mintel (Marketing to Moms) • Projective Questionnaire (15) • Simmons (2006) • Various articles dealing with toy purchases Questionnaire Examples • What characteristics do you look for when shopping for toys or “play things?” • Where do you learn about toys that you would purchase for your child? • What do you hope your child learns from playing? • Describe a moment in your child’s life while learning or playing that is most memorable to you? 15

insight Mommy talk is greater than ever! Our target is a younger, more social group of moms. They have grown up with large social circles and as they are starting their own families, they’re looking for the same peer advice about parenting and toys, just finding the answers in different ways. Source: Casa Nueva Survey 2010 Media Choices “You can go on Target or Amazon.com and (Based on survey) see people’s reviews. You get to see what other people think of it…that’s usually what I do before I go in and buy something like that (toys).” -Kristin, mother of 3 “They play sports so when they’re at that there’s other parents there all the time. We’ll talk about the different things they play with, or different things that they’re going to buy them…what they like and what they don’t like.” -Dawn, mother of 2 16

insight What’s in a toy? Moms don’t know the difference between toy brand philosophies. While they realize that their child should obviously be learning while they’re playing, they don’t have a real sense of the differentiation between Playskool and our competitor. “When buying toys, I don’t make a decision off a brand, if my child seems to like it, I’ll buy it.” –Misty, Mother of 1 “I don’t see a huge difference between Playskool and Fisher Price. We have both toys. I guess Playskool is fun, colorful and I think of Fisher Price as an older brand.” –Linda, Mother of 1 “We like simple toys, not a lot of electronics or sounds and noises.” –Anonymous, Mother of 2 17

insight Imagination Unbound Moms want toys that will broaden their creativity and curiosity through natural play. They’re looking for toys that will not just teach their child skills, but release their imaginative spirit. “I love watching their imaginative play. When “He’s really into TV and Movies now so that’s they’re pretending to talk on the phone and the toys he likes, but if I was buying him, Oh having a full conversation, that’s funny to me, I I don’t know, say Toy Story toys, I’d only be could watch that all day.” teaching him to recreate that movie. I want him to create his own adventures.” –Heather, Mother of 2 –Paige, Mother of 1 “I want to create an environment that is well rounded to promote intellectual growth as well as physical development. There are so many areas in a child’s life where play is an effective tool.” –Kim, Mother of 3 and Suburban Preschool Teacher 18

Strategy Positioning Playskool is the pre-school toy company for active moms with children from birth to age 5, that sparks imagination and development with simple yet dynamic products stimulating the natural way children ‘Play’— Discovery. 19

creative brief What do we want this advertising to do? To establish a differentiating identity that communicates Playskool as the foremost authority in Playskool toys, which induces imagination and discovery. Who are we talking too and what insights do we have about them? Moms with children between 0 and 5 years of age How do we want them to describe this brand — how would they talk about its essence and personality? Playskool toys are simple in nature and the possibilities of usage are bound only by the power of the child’s mind. The toys stimulate development, curiosity, and discovery that are essential to a child growth. 20

What’s the single most important thing we want them to take out of this advertising? Playskool toys remove any limitations on a child’s development. How can we make this believable? Show that the moments in a child’s life where they make giant leaps(Crawling, Walking etc) have a direct correlation with Playskool products and the love of a mother. Rational: The skills developed through using simple Playskool toys influence the big leaps in a child’s life. Emotional: The imagination and growth that Playskool toys foster produces settings where the mother feels true and unconditional love for their child. Is there anything else worth thinking about that might help us get to great creative work? If you don’t want to put parameters on your child’s development then Playskool is the brand for you. Are there any executional mandatory’s? Include the tag line, “The Heart of Discovery” Almost there... 21

metaphor marketing Mommys Unobstructive Safe/Quality Sturdy Facilitates Imagination Basic Toy Characteristics Stimulates Exploration Learning Components Play Imagination/Pretend Play Characteristics Playskool Core Theory Motor-Skills Social Love Exploration 22

the Playskool Equation Basic Play + Love The Heart Of Discovery 23

Creative Executions 24

traditional Print Objective: Magazine types Index To Communicate: Children have a creative freedom that Babies 289-201 stimulates innovative thinking and discovery. Parenthood 203-172 Strategy: Platforms Index • To link an expression of creativity to Playskool American Baby 312-213 toys and relate it to a well know innovation or Baby Talk 272-240 advancement Fit Pregnancy 288 • Inform Audience of Discovery Tour Parenting 230-205 • Place the advertisements in well known ‘mommy’ Parents 227-210 magazines Rationale: Heavy Magazine Users - (Index) 112 - 119 Media Plan: July - December Front and Back, color ads every month 25

concept 1 front page back page 26

concept 2 front page back page 27

Television Objective: Rationale: To Generate: Brand awareness combining the idea Television is still the best way to promote large scale of Playskool toys being facilitators of creative and brand awareness. imaginative thinking, with the love that a mother feels when seeing a leap in a child’s development. Cable Channels moms watch with your kids Channel Index Strategy: Cartoon Network 152 • Mothers love for the child’s special moments are tied Disney Channel 149 to the leaps a child experiences while playing with PBS Kids Sprout 238 Playskool toys Cable Channels moms watch by themselves • Inform audience of the Discovery Tour E! 133 VH1 142 Media Plan: Last Week of August - Teaser ads September - December 1 - Branded Commercial December - Discovery Tour information with a Good- Will promotion 28

concept 1 Title: “Mothers Eyes” 30 second Spot Scene: A mother watches adoringly as her son experiments with (Camera zooms out from child on Sit N Spin to reveal an the Playskool Product Sit N Spin. Astronaut Anti-Gravity machine. The video cuts to the grown up child, boarding a NASA space shuttle destined for the moon. VO: (male with soothing voice) The scene ends showing the mother looking proudly on as the Watching your child discover is like watching them being born rocket takes off.) again. It doesn’t matter how many times you see it. The feeling never goes away. Super: Playskool The Heart of discovery And then there’s that moment, VO: Playskool (Child is shown using Sit N Spin laughing hysterically. He figured it The Heart of discovery out!!) Super: The Playskool Discovery Tour Coming Soon. Visit where your hopes, your dreams, and your fears fade away. The playskool.com for more details. only thing you can think about is how much you love this person. And you think to yourself, There is no way someone can love another the way I love my child. (Camera zooms in on the child using the Sit N Spin) Your hopes, your dreams, and your fears return. But this time you know your child’s creativity and imagination will take them to places not yet discovered. 29

concept 2 Title: “Discovery Tour Teaser” 30 second Spot What if we told you that we could make that dream come true? The Television spot aims at directing traffic to the micro-site and the Discovery event. The commercial is basically a preview into the Super: The Discovery Tour event. Super: Coming in September to city near your. Scene: New York City, Time Square. Unannounced Discovery tour kick off. Super: Playskool, The heart of Discovery (The spot will be a first person shot as a two year old. The camera Super: For more information on dates and cities please will move around as if you were looking through the eyes of a two visit Playskool.com year old seeing these massive toys for the first time). VO: Have you ever had a dream where everything around you is larger than life? 30

In-Store • Hearts would feature: • To gain awareness of the Discovery Tour • Floor signage culminating in and end of aisle display - Playskool logo ad for Playskool “Heart of Discovery” - Images of Mom & child • Offering branded display of key brands, - Information regarding • Informational pamphlets highlighting Playskool’s - Child development reliance of child psychology and dedication to a core - Motor Skills/Dexterity of simple fundamental toys that promote boundless - Piaget creativity, imagination and discovery. - Constructionist Theory • The “Path of Discovery” floor signage culminates at Objective: end of aisle display with large Playskool “Heart of • Navigate moms through the retail store in an effort to Discovery” campaign. increase point of purchase sales and consideration • The display is branded, and stands apart from the at our culminating end or isle, branded and cluttered ‘competitive’ toy aisles informational display unit. • Psychological truths and principles of preschool • End of isle display goal is to expose parent and child development, and Playskool’s dedication to to the playschool portfolio and ‘Heart’ of Playskool engaging, educational toys with extensive “play brand - Discovery. value”. • The basic and simple elements of play engraved in Playskool which stimulate development, a metaphor Rationale: for the love a mother displays for her child in • Expose Moms at the Point of Sale (POS) to scientific preparedness for the world around them. support and data regarding their child’s potential for development, through discovery and play with the Strategy: entire Playskool portfolio. • Drive mothers and child to the Playskool ‘Heart of Discovery’ display through a series of branded floor hearts labeled the “Path to Discovery”. 31

concept PIAGET Cogni tive facilitat developm ed by en activiti provid t is es in engage or situatio g ns that adapta learners an tion d requi re : ption ugh Adae world throd to th ilation an n assim modatio m acco n: rson ilatio hich a pe d Assimcess by wto their min ro the p aterial in ment, m n ir take nviro ce of the the e n from ing evide g it t chan to make sen ses 32

non traditional Event Promotion “Discovery Tour” Sale Promotion: • Play-Doh: Turned over can of Play-Doh, • Partnership with Toy ‘R’ Us – retailer boasting the housing a kiosk of tables and discovery widest range of the Playskool brands. cubicles • Tour site-specific discounts and savings available for • Similarly - Sit & Spin, Mr. Potato Head, shoppers and their little “explorers”. Step Start Walk’n Ride, Dino Roars etc Objective: Bring the unique interesting world of preschool play Rationale: and development to a large-scale, real-life ‘Discover- • Drive point of purchase sales through actual Park’, to experience some of the adventures in engagement and play exposed on site at discovery ingrained in the heart of the Playskool the Playskool “Discovery Tour” park. portfolio. • Younger moms and those with children aged five and younger are more likely Strategy: spending time planning both healthy and • Construct large scale, petting zoo styled, ‘play- educational activities for the kids park’, featuring prominent Playskool brands of the portfolio, and models for children and parents to explore • Tonka: Large Scale truck that has dumped a load of sand into the sand bow are of the park to construct, and move earth from one place to another with the Tonka line of product. 33

concept 34

Newspaper Insert Objective: Rationale: To gain awareness of the Discovery Tour and to • Coupon redemption for moms has increase promote a Sales Promotion in which customers 27% between 2008 and 2009. We’re hoping the who attends the event will be given special increase in coupon interest will spark an interest in discounts off toy purchases attending the event. • Newspaper consumption still relatively high Strategy: Index 104 • Place the Inserts in Regional magazines that tell the audience: Platforms: Tour Destinations Regional Newspaper Tour Dates Opportunity to get special discounts Media Plan: • Use a creative map illustration to visually • Mid-week August - Sunday Newspaper insertion communicate the Discovery Tour. • Every Sunday hence until the Discovery Tour • Include one coupon on the Direct Mail as a concludes in the beginning of October. teaser to entice people to attend the tour. • After which it will come to a close until reappearing December first to start the Good-Will promotion campaign for the holiday 35

concept Invites You... See the world through the eyes of your child this fall while discovering great Playskool products in the giant interactive world of the Playskool Discovery tour. Join Playskool’s Toy Experts, along with local parenting and community organizations who will be on hand answering any questions you may have. Coming to a store near you! Los Angeles D.C. P.S. Learn more at www.psdiscoverytour.com Chicago Atlanta New York Dallas Boston Miami 36

public relations Objective: Rationale: To gain awareness of the Discovery Tour. • In order to communicate the innovative nature of the tour, it’s necessary to find credible Strategy: sources(News) that can persuade people to • Press releases to national and regional media attend the event. networks promoting the Discovery Tour. • We hope to generate word of mouth from PR • Partner with community programs and preschools. which studies have proven that moms rely on • Toys ‘R’ Us will also be promoting the event within word of mouth more often than other avenues the stores. when considering a toy purchase. 37

Internet Objective: • The site will feature an interactive map with all To establish a digital presence with an increasingly the tour stops highlighted with store information, more tech-saavy consumer base, while reinforcing and local community groups that will be messages positioning Playskool as a trusted name and participating. resource in preschool toys. • The information will be displayed in a map of the • Advertise the Discovery Tour event online regionally. US, with a giant tractor-trailer representing the • Create as much buzz for Playskool with minimal tour. budget. • Below the graphic, there will be an area for Twitter feedback about the Playskool brand, as well as teaser blog posts that will direct Strategy: parents to the “PS” parent’s resource section of • Create a microsite for the Playskool Discovery Tour playskool.com Event • Advertise for the event using Facebook targeted • The world Facebook’s targeted ads allow us to ads. run advertising in the markets where the tour • Invite “Mommy” bloggers to exclusive opening stops will be coming to. Discovery Tour event. • The Discovery Tour Microsite will also feature • Create a Playskool will combine traditional media blog components from PS, Playskool’s parent messages with digital simplicity for the Heart of section. The PS will also be reassigned from Discovery campaign. the campaign brand message to the trigger word, or call-to-action for parents to go to www. psdiscoverytour.com and later www.playskool. com. This call to action will be featured in all campaign executions. 38

concept 1 Discovery Tour Website 39

concept 2 Facebook Ad Facebook Marketing 100 Days x $50 a day = $5,000 The world Facebook’s targeted ads allow us to run advertising in the markets where the tour stops will be coming to. Example: New York by targeting women between the ages of 23 and 45, we’re able to reach over 60,000 women. 40

Media Plan Around the year • The media plan for one year is described below. It includes traditional and non-traditional media that was discussed earlier. • Considering the revenue for the year 2008 being maximum in the 3rd and 4th quarter of the year, the seasonality of our promotions and events are planned along the same time. • The event is planned around the time when school closes for a break, which is in the third quarter. • Public Relations will start one month ahead of the event and will last until the event ends. • In-Store and Internet are two mediums which would require a presence through the whole year. • Media Plan is flighting, absent in the first quarter, picking up traditional media buys in Mid Summer continuing through the holiday season JUL AUG SEPT OCT NOV DEC JAN FEB MAR APR MAY JUN Newspaper Magazine Television Direct Mail Sales Promotion In-Store Internet Event Public Relations 41

Evaluation Media Impressions Sales Circulation of the newspapers and Measurement through the sales promotion Print subscription of the coupon inserted magazines. TV TRP Measure sales after ads are aired The media through Sales Measurement through the sales promotion which coupons are Promotion coupon distributed The number of visitors to the micro-site and the website; Measurement of online sales; Internet Number of visitors via Facebook, Google and other online ads into the site The number of Footprints following the hearts; The Measurement of sales using the coupons from In-Store coupons that are the in-Store displays used from the in- store handouts The number of Measurement of sales right after the event Event participants in the using the coupon event The number of Direct Measurement of sales using the direct mail people to whom Mail coupons the mail is sent 42

Special Thanks We hope you feel our plan will benefit the Playskool Brand, and we want to thank you for reading. The process doesn’t stop here. We are truly passionate about these ideas for Playskool and we look forward to collaborating with you in the hopes we can make these ideas come to life. This campaign was produced and created for the Advertising Masters Capstone at the S.I. Newhouse School of Public Communication. None of this would have been possible without the dedication of all the Newhouse faculty, staff and students. Special Thanks to Dr. James Tsao, Dan Lombardi, and Theresa Batycki. 43

References Euromonitor, International. (2010). Mattel inc - toys and games - world. Retrieved from warc.com Hasbro, Initials. (2010). Press release. Retrieved from Hasbro.com Euromonitor, International. (2010, April). Hasbro inc - toys and games - world. Retrieved from warc.com Bulik, Beth Snyder. (2010, March 29). Fisher- price play, laughs and grows into global brand. Retrieved from adage.com Teague, Kevin. (2007). Mattel, inc.: Play. Laugh. Grow. campaign. Encyclopedia of Major Marketing Campaigns, 2. Retrieved from warc.com Gale, Group . (2006). Global industry overview. Encyclopedia of Global Industries, Retrieved from warc.com (2006). Retrieved from Simmons (2009). Retrieved from MRI LeapFrog, . (2009). Leapfrog reports first quarter 2010 net sales up 42%. Retrieved from leapfrog.com (2010). Retrieved from Fisherprice.com (2010). Retrieved from Playskool.com (2010). Retrieved from Leapfrog.com 44

Playskool/Advertising Capstone Campaign

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Playskool/Advertising Capstone Campaign Presentation Transcript

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