The document outlines a plan to create the "coolest kids challenge in the world" to live up to a brand purpose. It discusses recruiting a partner to help deliver a challenge for families with time-poor kids who need opportunities for freedom and risk-taking. The plan involves looking through kids' eyes, understanding what adventure means to 8-12 year olds, and collaborating with kids to design obstacles through co-creation workshops and playtesting concepts.

3. 3
• Live our brand purpose
• Create the coolest kids
challenge in the world!
• Secure a great partner
to help deliver it!

4. “Adults get to
take risks…kids
don’t” 4
• Families are time poor
• Play is more structured
• Less opportunity for
freedom and risk taking
• Kids need to break out
the routine
• Kids seek experiences

5. 5
• Look through kids eyes right from the
beginning
• Ensure we’re connecting with the
target age group 8 – 12s
• Better understanding of what
adventure looks like and means
• Understand how to translate the adult
TM brand into something that works for
kids
• Collaborate with kids on designing the
obstacles

6. 6
• Co-creation workshops in the UK
and US
• Iterative process – co-create,
design concepts then evaluate
• Some kids attended trial event
• 3D thinking using play materials

8. 50+ events!
Kick off: 7th March 2015
UK, Ireland, USA, Canada