Designers
Designers
Designers
CANDYGARTEN
Playtime with a Purpose
Designers
Cienna Kim
Key Words
Hannah Simmons
SUMMARY
Candygarten stemmed from our client’s goal to expand brand presence in the children's toy market and research on how Candylab could better reach their primary audience: children. We discovered that parents’ purchasing decisions hinge on interactive play, visual confirmation of children's engagement, and brand familiarity. This led to the creation of Candygarten, a rental class for large groups of children, featuring five sensory-engaging activities incorporating Candylab toys to foster parent-child interaction. Our prototype, tested in a children's park, sparked strong interest, with parents showing curiosity about the brand. This cost-effective solution aligns perfectly with Candylab’s need for dynamic and clear communication of its value.
challenge
We identified gaps in Candylab Toys' marketing as they aimed to connect with their main audience, children, but relied on outdated methods like email. Although their designs supported engaging play, their focus on the wooden material overshadowed their strength in fostering fun play. In a market saturated with options, our research showed that parents – vital stakeholders with high purchasing power in the toy market – prioritize interactive activities that engage their children and ultimately drive purchases. This gap revealed the opportunity to create Candygarten, a rental class with tailored activities that bridge play and branding needs, immersing families in sessions that highlight Candylab's playful and engaging strengths.
Outcome
Our project takes the form of a comprehensive class curriculum package, complete with a full list of activities, class materials, performance evaluation metrics, and future plans like beta testing, standardized training, and longitudinal assessments. We observed that parents, who are key stakeholders, tend to make purchases based on brand familiarity — something many brands underestimate. Candygarten bridges this gap, providing essential information for parents and promotional marketing for Candylab. The classes are structured to allow parents to see their children having fun, helping persuade them to engage with the brand.
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