Designers
Designers
Designers
CANDYLAB TOYS X VAN LEEUWEN ICE CREAM
A summer pop up event between CandyLab Toys and Van Leeuwen ice cream.
Designers
Ananya Mor
Key Words
Trinity Yeo
Caroline Harding
SUMMARY
We concluded the semester by presenting a collaboration between CandyLab Toys and Van Leeuwen Ice Cream. The partnership would consist of a customized Van Leeuwen ice cream truck, a unique CandyLab menu offering and flavors, a line of Candylab Van Leeuwen trucks for purchase, and an advertising campaign for the daily events at the ice cream truck. The success of this collaboration will be measured through increased recognition of Candylab toys and products, increased consumer interactions, increased market reach and new customers, and continued building of a loyal customer base.
challenge
Customer engagement comes from Instagram, email newsletters, and customers who take it upon themselves to reach out. A pop-up event is a great way for customers to come and see and play with the toys and the design team to meet their customers, watch how they interact with the toys, and hear feedback from the parents, kids, and attendees. The company is missing out on brand awareness because of a lack of marketing and advertising and limited customer engagement. Brand awareness can be increased by a heavier online presence, engaging with customers in person, advertising online and in person, leveraging collaboration, and bringing toys outside of the toy store.
Outcome
Our research was based on our goal of establishing Candylab as a New York City heritage brand, increasing customer awareness and engagement, and designing an interactive experience for families to creatively engage with Candylab toys. To achieve these goals, we decided to focus on increasing customer engagement, online and in person, leverage existing and new collaborations, and design pop up events.
MEET THE Designers:
Ananya Mor
Trinity Yeo
Caroline Harding