A sentimental favorite: supporting the relaunch of a loved toy brand amidst steep competition.

Gaining deeper insights on our client’s toy brand

GroupSolver® worked with a premium American toy brand planning on making a return to the market. Our client was interested in understanding the brand equity that the brand still carried with customers who shop for toys in specialty stores, high-end department stores, and online outlets. They wanted to see where they stood compared to their competitors. These are the key research questions we answered for our client:

• What brand attributes are important to customers when shopping for a premium toy?

• How does our client’s brand rank on these attributes compared to competitors?

• When customers choose to purchase from the client’s brand, is it a rational or emotional selection? Why?

Customers’ voices ring true for the brand’s return

Our study found that quality and durability were the most important attributes for customers when selecting a toy brand. Despite missing from the shelves for years, our client was ranked highly on both of these attributes. Moreover, respondents had a strong emotional association with the brand, reacting quicker to associate our client’s brand on these important attributes than competing brands. This showed that our client’s brand remained top-of-mind for customers in comparison to their competitors.

These findings helped give our clients additional confidence for their relaunch. As a result, they continued to successfully bring their brand back to life and open multiple locations across the globe.