CASE STUDY:

Global Toy Company
Looks to Customers for New Ideas

Background: After more than 50 years selling one of the world's leading toy products, this company wanted to expand their product portfolio to take advantage of new opportunities in video games and the internet.

Objectives: Generate new, truly customer driven ideas that would lead one of the best-established concepts in toys in new directions. Get customers involved from the ground up, collaborating on new ideas generated by finding and enlisting a global sample of existing customers who loved their toys and were savvy Internet and computer users.

Challenges: Because this company's customers were children, the research experience had to be entertaining without sacrificing clarity, or generating excess overhead or expense.

Solution: Integrating a unique technology that allows customers to generate new ideas and have them instantly ranked by their peers with the company's existing website.

Results: Because this technology made the generative process into a game where customers could earn points for the most popular contributions, kids from around the world participated in generating detailed input and feedback. In just one month, more than 500 new ideas were generated, rated, and ranked by a community of more than 2000 participants.

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"…the creativity of an
advertising creative with the incisive research and analytical skills of a wizened, packaged goods marketer…"

Steve Schickler
CEO
Seattle’s Best Coffee Company

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