WELCOME
Hi! If you’re reading this, you are part of the team bringing our brand to life. Nice to meet you and welcome aboard!
I’m the Educational Insights brand book, A.K.A. your go-to guide for all things branding.
BRAND BOOK PURPOSE
In addition to helping you figure out which logo to use and how big to make it, this guide will dive into all the things that make our brand, well, us.
Being consistent in how we present ourselves is key in evolving and growing our brand; when our customers see us on social media, while shopping online, or on a shelf in a store, they should immediately recognize us! So, are you ready to help us ignite the spark in every child?
LET’S GO!
02 WHO WE ARE BRAND STATEMENT
OUR STORY
BRAND STATEMENT
We’re play enthusiasts. We aim to create experiences filled with sheer joy and uncontrollable laughter! We are champions of curiosity and those “eureka” moments of discovery.
In addition to inspiring creativity, imagination, good sportsmanship, and out-of-the-box learning, our inventive line of kid-powered toys and engaging games are packed full of fun, designed to delight, and are certain to satisfy kids’ natural curiosity.
OUR TOY STORY
We started in 1962 with a simple mission…now over 60 years later, we are still igniting the spark in every child.
1962
Educational Insights® was founded when Burt and Diana Cutler developed Learning to Read with Phonics to help their daughter, Carol, learn to read.
1989
Meet the GeoSafari® line’s first-born child, the GeoSafari® Laptop!
1997
The Hot Dots® pen, the interactive learning tool, was originally called the Magic Touch Pen!
OUR TOY STORY
2002
Look, listen, and learn with the GeoSafari Talking Microscope now an award-winning product!
2003
The very first thrill-of-the-drill experience launched with the Design & Drill® Activity Center.
2006
Meet Playfoam®! The line of squishy, squashy learning compound creations began with this product.
2007
Long before the viral #KanoodleChallenge was created…there was Kanoodle
OUR TOY STORY
Since its launch, The Sneaky, Snacky Squirrel Game!® has snuck onto countless awards and favorites lists.
PYXEL™ arrived to help kid-sized coders level up their coding skills with a programmable four-legged friend.
The Design & Drill® family expanded with Bolt Buddies®, the pretend play companion to construction toys! 2020
03 WHAT WE DO
SPARK BRAND STATEMENT
BRAND LADDER
SPARK MORE
SPARK BRAND STATEMENT
WE IGNITE THE SPARK IN EVERY CHILD!
It’s that moment when their curiosity runs wild and the “why” questions flood in.
It’s that twinkle in their eye when something they’ve been learning finally clicks.
It’s that burst of confidence they get when it all comes together. THAT’S THE SPARK!
At Educational Insights®, we see the limitless possibilities that you see in your child.
Our award-winning toys and games help you ignite their spark and build their confidence.
BRAND LADDER
EMOTIONAL BENEFIT
WE HELP KIDS BUILD
CONFIDENCE
IN THEMSELVES BY GIVING
THEM OPPORTUNITIES TO
LEARN AND GROW IN A FAMILIAR ENVIRONMENT:
PLAYTIME!
I’ve seen my daughter make progress in quality and perseverance.
- JAYNE C.
BRAND PERSONALITY
OUR DISTINCT BRAND VOICE IS QUIRKY, RELATABLE, INCLUSIVE, AND ADVENTUROUS.
I’m careful about who I follow on social media; it’s easy to feel like you aren’t a good enough mom.
- ANONYMOUS PASSION IGNITER
I’ve seen the interests of my son evolve as he learns and grows.
- JANEE R.
TARGET INSIGHT
WHEN I PROVIDE
LEARNING EXPERIENCES
,
MY
CHILDREN
PASSIONS
DISCOVER THEIR AND GROW.
My kids try a new activity every summer until I know what they love.
- ALICA D.
TARGET AUDIENCE
IGNITER DISCOVER THE PASSION
WHO HELPS THEIR KIDS
NEW DOORS IS THE TYPE OF MOM
THEIR PASSIONS BY OPENING OF OPPORTUNITY.
Being
a good mom is my number one priority in life.
- ANONYMOUS PASSION IGNITER
CONNECTING WITH PASSION IGNITERS
Our two main Passion Igniter touchpoints are social media and product. We aim to excite and connect with our Passion Igniters by partnering with social media accounts that reach our target audience, teaming up with exciting celebrities, and using licenses to bring new and engaging life to our products.
04 HOW WE DO IT
CONFIDENCE
TOGETHERNESS
CREATIVITY
IMAGINATION
CURIOSITY
EXPLORATION
LEARNING
SPARK MORE CONFIDENCE
Boost confidence with core learning toys that build the skills kids need for school success.
SPARK MORE TOGETHERNESS
We make games that will have the whole family laughing, learning, and growing!
The Sneaky, Snacky Squirrel Game!®
Blurt!®
Teacup Pile-Up!™ Relay Game
SPARK MORE CREATIVITY
These creative toys are designed to let little imaginations run wild so kids can bring their wildest dreams to life.
Playfoam® Combo 8-Pack
Playfoam® Naturals 4-Pack
Playfoam® Sand 8-Pack
SPARK MORE IMAGINATION
Building their imaginations through play can help kids grow up to be creative thinkers and problem solvers.
Design & Drill®
Rivet Pop Workshop
Design & Drill® Robot
Design & Drill®
Bolt Buddies® Crane
SPARK MORE CURIOSITY
Help little ones wonder, think, explore, and discover with STEM & coding toys that encourage new interests and spark new passions.
Pyxel™ A Coder’s Best Friend
Artie Max™ The Coding Robot
Design & Drill® Space Circuits
SPARK MORE EXPLORATION
Discover the world with science & exploration toys designed just for kids to get up close with nature, peer into outer space, and get smart about science.
GeoSafari® Jr. Talking Microscope™
GeoSafari® Jr. Kidnoculars®
GeoSafari® Jr. Talking Space Explorer
SPARK MORE LEARNING
Whether you’re inside the classroom or teaching at home, these tools can help spark their passion for learning.
MathShark®
My Feelings Bean Bags
Sentence Building Dominoes
05
EDUCATIONAL INSIGHTS
BRAND GUIDELINES
GENERAL LOGOS FONTS HOW TO USE COLORS
SPARK MORE COLORS PLACEMENT
LANGUAGE OUR VOICE
VERBIAGE PROOFREADING
OUR BRAND
As a brand, it’s important that we are visually coherent and cohesive with our colors, logos, voice, and more. Each product, social post, press release, and consumerfacing media should walk the walk and talk the talk of Educational Insights. This section will cover the Educational Insights brand, including guidelines for digital and print, and guidelines for each Educational Insights sub brand.
PRIMARY LOGO
on light backgrounds
on white (B&W Printing)
Use white on dark backgrounds
on black (B&W Printing)
Blue
White
Black
SECONDARY MARK
In some instances it’s okay to use the bright child by itself....
Correct
Do not rotate or straighten the Bright Child
TAGLINE LOCK-UPS
Primary with tagline
The primary lockup is used as an end card in our videos.
Tag locks up here
Igniting the SPARK in every child
Secondary Igniting the Spark is used for headers and footers throughout the Educational Insights website and Social Media platform.
Futura PT Demi
Futura PT Extra Bold
Futura PT Demi
LOGO CLEARANCE
Primary
The gray area indicates the logo and icon’s safe zone. The safe zone spacing should be based on an element from the logo. In this case, the spacing should be greater on all sides than the size of the “E” in our logotype.
The shaded gray area indicates clear space. This area must be kept free from other elements.
THINGS TO AVOID
Our logo is the pinnacle of brand recognition! We don’t want to alter our logo in anyway, but here are a few common things we want to avoid.
Do not place logo at an angle
Do not stretch the logo
Do not change the color, always use the EI blue, black, or white
Ensure you are not using old logos. The old one has at thinner bright child.
Do not use gradient for the logo
Do not place logo over pattern Do not add outline to logo
COLORS
PRIMARY COLORS
CONFIDENCE
CURIOSITY
CREATIVITY
EXPLORATION
LEARNING
IMAGINATION
TOGETHERNESS
CMYK 6 100 62 0
RGB 225 27 80
HEX #E11B50
CMYK 0 60 100 0
RGB 245 130 32
HEX #F58220
CMYK 85 0 40 0
RGB 0 178 173
HEX #00B2AD
CMYK 80 10 100 0
RGB 45 164 74
HEX #2DA44A
CMYK 100 25 15 0
RGB 0 142 189
HEX #008EBD
CMYK 90 60 0 0
RGB 22 104 179
HEX #1668B3
CMYK 80 80 0 0
RGB 82 79 0
HEX #524FA1
SECONDARY COLORS
CMYK 2 60 13 0
RGB 237 132 163
HEX #ED84A3
CMYK 0 38 64 0
RGB 250 172 107
HEX #FAAB6B
CMYK 61 0 29 192
RGB 87 196 192
HEX #57C4C1
CMYK 35 10 100 0
RGB 180 189 53
HEX #B4BD35
CMYK 56 14 8 0
RGB 107 179 212
HEX # 6BB3D4
CMYK 65 35 0 0
RGB 91 145 204
HEX #6BB3D4
CMYK 49 47 1 0
RGB 137 135 190
HEX #8987BE
SPARK MORE BUCKETS
Preschool Games Early Learning
Classroom Essentials!
SPARK MORE PLACEMENT
The “spark” icon represents how our products ignite the spark in every child. It’s also the same spark that’s on our Brightchild logo.
1 SPARKS
Sparks should be roughly a quarter of the child’s head in size. Sparks should not be overly large or small. They can bleed outside the photo onto the border. Sparks should either follow the curve of the back of the head.
2 SPARK MORE PHOTOS
Photos with sparks MUST show kids engaging with the product and not looking at the camera, showing off the product.
SPARK MORE PLACEMENT
Spark More bucket name always goes on right or bottom. Use the primary color of the Spark More bucket for the background.
SPARK
THINGS TO AVOID
Here are a few examples of improper Spark use. Sparks only go on kids under 7.
Do not make sparks too large
Do not change the color of the sparks, always use white
Sparks should go on back of head
Do not make sparks too small
Do not stretch the sparks
Sparks should not go on children “showing off” the product
OUR VOICE
QUIRKY, INCLUSIVE, RELATABLE, AND ADVENTUROUS,
the Educational Insights (EI) voice is distinct from other brands. We’re playful, fun-focused, and both parent and kid friendly! In most cases, our audience is the consumer—our “Passion Igniter”—who is purchasing products for their little learners. We’re telling a story to the consumer through our brand voice: a story about who we are, what the product is, and how it can bring learning to life.
COPY QUIRKS
Here’s a long, non-exhaustive, list of all those little copy quirks that we want to keep consistent:
ABCs
Do not use an apostrophe (ABC’s), as it is plural, not possessive.
123s
Do not use an apostrophe (123’s), as it is plural, not possessive.
2D AND 3D
Don’t hyphenate 2D or 3D. Twodimensional and three-dimensional (spelled out) should be hyphenated.
PASSIVE VOICE
Avoid passive voice when possible. Active voice construction is often clearer, more concise, and more effective.
Passive Voice: Educational Insights has been creating award-winning products.
Active Voice: Educational Insights creates award-winning products.
PRONOUN AGREEMENT
When referring to a “kid” or “child,” use “they/them/their” to maintain gender neutrality. If referring to a specific child, make sure their pronoun agrees with the noun.
That child loves their GeoSafari® Jr. My First Microscope!
She loves her GeoSafari® Jr. My First Microscope.
OXFORD/PROPER/SERIAL COMMA
In a list of three or more, place a comma between the second to last item listed and the word “and.”
Our toys are fun, educational and family-friendly!
Our toys are fun, educational, and family-friendly!
SEMICOLONS
Semicolons are used to join two related independent clauses. They are often used instead of a comma and a conjunction word or to offer more information on the first clause.
They can also be used to separate items in complex lists. DO NOT capitalize the first letter after a semicolon unless it’s a proper noun or title.
I scheduled a meeting about the project on Tuesday ; my Monday was booked solid.
I like the first packaging option more; however, I liked the logo on the second option.
The cities on my bucket list are London, England; Perth, Australia; Vancouver, Canada; Portland, Maine; and Kyoto, Japan.
The cake has three layers: vanilla with strawberry, raspberry, and lemon frosting; chocolate with peanut butter and caramel; and carrot cake with buttercream and vanilla frosting.
COPY QUIRKS
EM DASH (—)
Used to separate clauses, create a pause in a sentence, or emphasize a point. DO NOT include spaces before or after the dash.
The Playfoam products—Playfoam Classic, Playfoam Pluffle, Playfoam Sand, and Playfoam Naturals are great for...
The Playfoam products are great for sensory stimulation they’re really great.
Note: To type an Em dash on a Mac computer, simultaneously click Shift, Option, and Hyphen/Minus.
EN DASH (–)
Typically used to show the relationship between numbers, words, or dates. You can use it in place of versus, number ranges, and scores. DO NOT include spaces before or after the dash.
The Celtics–Warriors’ game was last night. The score was 102–93.
It can take 1–2 hours to get there, depending on traffic.
Note: To type an En dash on a Mac computer, simultaneously click Option and Hyphen/Minus.
HYPHEN (-)
Used to combine compound words and numbers. You also use a hyphen when two words are being joined as an adjective to describe another word. DO NOT include spaces before or after the dash, unless you are using it to communicate a subtraction/minus sign ( - ). Also used in the place of bullet points sometimes.
My grandma is turning ninety-nine this year.
Playfoam is sensory-stimulating!
Kanoodle® is a line of brain-bending puzzle games!
PARENTHESIS
Punctuation goes around parenthesis when the parenthesis (and words inside it) are part of the sentence. If the parenthesis exists as an independent sentence, punctuation goes inside.
The box also doubles as storage (with handle)
One of my favorite things is to play with Playfoam. (I have a brick of it at my desk.)
QUOTATION MARKS
In most cases, punctuation will go inside quotation marks (Ex: “That’s great!”). If you ever have a quotation inside another quotation, the inner quote will use single marks on either side.
“And then she said, ‘Yeah that’s fine’ so I went on my way.”
BULLETS
Bullets are a useful organizational tool to break up long blocks of text or to list features, benefits, components, etc. Here are some general rules of bullets:
• Be consistent in syntax. If one bullet begins with an action word, the rest of the bullet series should also start with an action word
• DO NOT punctuate the end of bullets when bullets have introductory copy like “Including:”
• Use sentence casing (capitalize first letter and lowercase every other word)
COPY QUIRKS
TRADEMARK & REGISTERED MARK
Trademarks (™) and registered marks (®) should appear either the first time a marked item appears on a page or in the most prominent location (a logo, heading, etc.). Punctuation should follow the trademark or registered mark in a sentence. When possible, place the mark in the logo or header so that it doesn’t have to appear in body copy.
Includes 42 BubbleBrix™ , activity guide, and more!
Kanoodle ® is a brain-bending puzzle game. I love playing Kanoodle.
TITLE/HEADLINE CASING
Used for headers, section titles, and other major titles. Capitalize each word in the title, except for prepositions or articles. DO NOT use punctuation at the end of titles or headlines unless the title is an interrogative question or exclamation.
Style Guide with Specific Sections for Educational Insights and Employees
Are You Ready for an Educational Insights Style Guide?
Get Ready for the Educational Insights Style Guide!
SENTENCE CASING
When you follow standard sentence capitalization in writing, often for sublines or body copy. Capitalize the first word and then lowercase the rest, unless it includes a title or proper noun. Include punctuation in most sentence casing.
This is sentence casing.
This is sentence casing when there’s a proper noun like Educational Insights.
Educational Insights Style Guide (Headline)
Written by and for EI employees. (Subline)
CAPITALIZATION AFTER A NUMBER
If a bullet point sentence starts with a number, capitalize the first word after the number. This is most common in an “includes” or “features” list. Copy block sentences should avoid starting with a number or spell the number out.
15 Bolts are included
Sixty years ago, EI was founded, EI was founded 60 years ago.
CAPITALIZATION WITH HYPHEN
When a hyphenated word is in a title, use general title casing rules, capitalizing important words, and lowercasing articles or unimportant words.
Perfect On-the- Go Toys for Road Trips
BONUS VS FREE
For Spark More Play, we use “bonus” on all packaging and external copy. The exception is on social media, where the use of “FREE” is acceptable for SEO purposes.
Bonus Activities Included (on packaging)
FREE Activities and Downloads (blog title or social media)
POSITIVE VOICE
Try to use positive voice of phrases and avoid negative words like “no” or “non.”
Non-toxic Kid-safe
No-mess Mess-free
Don’t miss out on this deal! There’s still time to get this deal
Batteries not included. Don’t forget the batteries!
COPY QUIRKS
NUMBERS
We write out numbers 1-10 (one through ten) and use numerals for 11 or more. The exception is short form copy, emails, or headlines where the numeral communicates better visually. Always use numerals for ages, pages, warnings, and battery requirements.
15 Bolts are included.
Pick three bean bags from the pile.
3 AAA batteries are required.
FOR PRINT ONLY
NUMBERING GUIDE PAGES
DO NOT include the cover of the guide as page 1. Start page 1 on the first page of the guide that includes information (set-up instructions, activities, a diagram, etc.), which is normally the first page after the cover. Only number the cover of the guide as page 1 when it begins instructions or set-up on the cover.
CAPITALIZATION OF LISTS
On our packaging we frequently have two different lists; one that lists the learning benefits or goals of the product and one that lists the included items of the product. Use sentence casing as a default.
Ex: Includes:
• 15 Colorful bolts
• One activity guide
• One kid-friendly power drill
Ex: Learning Benefits:
• Fine motor skills
• Social and emotional skills
• Imaginative play
Ex: You’ll learn:
• How to complete basic multiplication and division problems
• How to use a calculator
PACKAGING PUNCTUATION
In bursts, product feature callouts, and other short descriptions (especially for packaging), sometimes punctuation will not be necessary. The general rule is to only use punctuation when it is a full sentence to limit unnecessary punctuation, with the exception being using exclamation points to emphasize or add excitement.
Examples:
• Lights up!
• 8x Magnification
• HELP button for extra problem-solving clues
• The HELP button gives extra problem-solving clues.
PROOFREADING MARKS
MARKS & MEANINGS
Capitalize
Make it lowercase
Spelling mistake
Add a period
Delete (remove)
Add a word
Add a comma
Reverse words or letters
Add an apostrophe
Add quotation marks
Make a space
Close the space
Begin a new paragraph
EXAMPLES
They fished in lake tahoe.
Five Students missed the Bus.
The day was clowdy and cold.
Tomorrow is a holiday
Kim knew the the answer.
Six were in the litter.
He ate peas corn and squash.
An otter swam in the bed kelp.
The childs bike was red.
Why can’t I go? she cried.
He read twobooks.
Her favorite game is soft ball.
We had. Next we went to
They fished in Lake Tahoe.
Five students missed the bus.
The day was cloudy and cold.
Tomorrow is a holiday.
Kim knew the answer.
Six pups were in the litter.
He ate peas, corn, and squash.
An otter swam in the kelp bed.
The child’s bike was red.
“Why can’t I go?” she cried.
He read two books.
Her favorite game is softball.
We had.
Next we went to
06 DIGITAL
BRAND
PHOTOGRAPHY
AMAZON
TOP 6 A+ PAGE STOREFRONT
SOCIAL MEDIA
LOGO COVER PHOTOS BLOG
WEB
BUTTONS/CTA FONTS BANNERS BLOG TEMPLATE
DIGITAL ADS PRESENTATIONS TEMPLATE
BRAND PHOTOGRAPHY
While our photography should show kids being fully engaged with our products, we want the focus to remain on the product, not the child. Crop the photo closely (as shown) to keep focus on the product. It’s ok to lose part of the child’s arm or head to focus more closely on the toy, game, or activity. If adding sparks to the image, it’s ok for those to break the image barrier.
LIFESTYLE DOS
Shallow depth of field Different steps of play Show
Natural expressions
Natural light
LIFESTYLE DON’TS
Avoid directly looking into camera
Play games incorrectly
Product held awkwardly
Studio photography
Long or dirty fingernails
Crew in background
STUDIO PHOTOGRAPHY DOS
Do fill the entire square as much as possible
Do show product in motion if possible
Do show something different than what’s on the packaging
Do show how product can be used
Do show everything included in the box as much as possible
Do show how a game can be played
PRODUCT PHOTOGRAPHY DON’TS
Don’t show the same thing as what’s shown on the packaging
Don’t make products look too bright or washed out
Don’t leave a lot of white space
Avoid tangets between objects
Don’t mix rendering with live shots
Don’t show raw or jagged edges around packaging
AMAZON TOP 6
These are the six main images you see on Amazon and include product and lifestyle photos and often an infographic.
1 DIMENSIONS
All Top 6 Images are 2000x2000 pixels.
2 PRODC T ON WHITE
The product should fill the space and be as big as possible for veiwing on mobile.
3 TEXT OVERLAY BLOCK
393x2000 pixels
Font size 28 pts
Color bar should be in one of our brand colors & consistent for all top 6 images. Does not have to be the same color as the Spark More block or the A+ Page.
4 COPY
Copy can include: skills product reinforces, additional features, what is included, handson or other benefit, etc.
5 INFOGRAPHICS
Includes a diagram of the product, a how to play, or the product includes.
6 CROSS SELL
Includes other products a consumer might enjoy.
AMAZON A+ PAGES
These pages appear on Amazon product pages to showcase more product features and benefits. The A+ page background color does not have to match the text overlay color in the Top 6.
1 PRODUC T LOGO + PHOTO
970x300 pixels
Brand/product logo on color and product Image on white. Product name written in Futura-PT or uses the product logo.
2 FEA TURES/BENEFIT CALLOUT
970x300 pixels
3 IMAGE WITH TEXT
970x300 pixels or 3 300x300 pixels blocks SEO text written in Amazon paired with an image or images.
4 LIFES TYLE PHOTOS
970x600 pixels
Muliple lifestyle images of the product.
5 SPARK MORE BUCKET
970x300 pixels
See page [X]
FIDGET TOYS FOR KIDS: BubbleBrix are the perfect pop it fidget toy that combines sensory play with early learning. Press the number bubble to feel it pop for a super satisfying sensory experience. Snap blocks together to build number sentences and practice early math. Press, pop, snap, and count with sensory play that’s perfect for fidgety fingers.
AMAZON A+ PAGE
SPARK MORE BLOCKS
The Spark More blocks (featured in the last block of A+ pages) typically use a photo of that specific product, paired with the Spark bucket it falls into. However, there are additional blocks available if a product photo is not available.
1 T OGETHERNESS
This block always need to have an image of two or more people playing together
AMAZON A+ PAGES
CROSS SELL
Sometimes our A+ pages feature a cross sell block. We can only have five blocks (modules) for A+ pages, so we remove the Spark More block.
1 IMA GE WITH TEXT
This is an example of when our A+ page uses 3 300x300 pixels with SEO copy blocks rather than one large one.
2 CROS S SELL BLOCKS
150x300 pixels
Product on white vertically and horizontally centered.
AMAZON A+ PAGE
BRAND-SPECIFIC
Some of our sub brands are trying to reach a specific audience, so they have a design style that is different than the general EI A+ page. The general layout or structure remains the same. This example is from our Kanoodle sub brand.
1 PRODUC T & INCLUDES BLOCK
970x600 pixel
2 PU ZZLE BLOCK
970x300 pixels
Showcases the two different ways to play
3 TIKT OK BLOCK
970x600 pixels
Highlights social media achievements and trends
4 CROS S-SELL BLOCKS
150x300 pixels
Instead of being centered vertically, all the products share a base line
AMAZON STOREFRONT
HOMEPAGE PART 1
1 MAIN HEADER
3000 pixels by varying height
2 L ARGE BANNERS
3000 pixels by varying height
Calls out marquee products, seasonal marketing campaigns, specific categories, and can have a unique design
3 CA TEGORY BLOCKS
750x750 pixels
Directs consumers to storefront pages with a currated selection of products
4 CA TEGORY BANNER
3000 pixels by varying height
Used to call attention to the category blocks and break up sections
5 AGE BLOCKS
750x750 pixels
Logo on white with added call out text as necessary
6 BRAND VIDEO 1500x1500 pixels
AMAZON STOREFRONT
HOMEPAGE PART 2
7 BRAND BLOCKS
1500x750 pixels
Showcases our most popular brands
8 FOOTER
3000x1500 pixels
“Igniting the spark” messaging paired with the Spark More Buckets
AMAZON STOREFRONT
BRAND-SPECIFIC
Amazon Storefronts are designed in a brand-specific style. This particular example belongs to BrainBolt.
1 HERO BLOCK
3000 pixels width by varying height
A unique design that calls attention to the brand through graphics and copy. Can be a still image or short looping video
2 PRODUC T BLOCK
3000x1500 pixels
Highlighting the main products in that storefront
3 CROS S-SELL BLOCKS
1500x1500 pixels
For brands with less products, calling out other related products that consumers may enjoy
SOCIAL MEDIA
PROFILE PHOTO
We use this icon for our social media accounts’ profile pictures.
SOCIAL MEDIA
COVER PHOTO
The cover photo for our social media changes seasonally and is themed around marketing campaigns: Spark More Exploration, back to school, happy holidays, etc. Each social media platform has different dimensions for their cover photos, examples for each are shown on the next slides.
FACEBOOK (DESKTOP)
FACEBOOK (FULL IMAGE SIZE)
SOCIAL MEDIA
COVER PHOTO
LINKEDIN (COMPANY PROFILE) 1365 x238 pixels
LINKEDIN (PERSONAL PROFILE) 1365 x341 pixels
SOCIAL MEDIA
COVER PHOTO
YouTube cover photos should be designed to fit the TV size; however, YouTube will automatically adjust the image for other viewing platforms, like desktop or mobile. Design the cover image for the TV size, while making sure that all vital elements (titles) will not be cut off by the auto-trim.
SOCIAL MEDIA
INSTAGRAM STORY HIGHLIGHTS COVERS
Our brand font is Futura-PT. Note the dash in the font name; the font will NOT work on web unless you include the dash.
1 HEADLINE
LOREM IPSUM DOLOR SIT AMET, CONSECTETUR ADIPISCING ELIT, SED DO EIUSMOD TEMPOR INCIDIDUNT UT LABORE ET DOLORE MAGNA ALIQUA. UT ENIM AD
MINIM VENIAM, QUIS NOSTRUD EXERCITATION ULLAMCO LABORIS NISI UT ALIQUIP EX EA COMMODO CONSEQUAT. DUIS AUTE IRURE DOLOR IN REPREHENDERIT IN VOLUPTATE
VELIT ESSE CILLUM DOLORE EU FUGIAT NULLA PARIATUR. EXCEPTEUR SINT OCCAECAT CUPIDATAT NON PROIDENT, SUNT IN CULPA QUI OFFICIA DESERUNT MOLLIT ANIM ID EST LABORUM.
WEBSITE
BUTTON STYLE
1 SIZE
There is no set size for CTA buttons, use best judgement as to what works for the composition
2 SHAPE
100% rounded corners with no affects
3 BACKGROUND COLOR
Pick a brand color for the background based on the product or sub brand being featured
4 FONT
Futura-PT extra bold, all caps (mainly white unless there aren’t enough contrast)
BANNERS
When creating banners, break them down into different components (which will get put together using HTML and CSS, rather than one large component. The banner size will then be determined by the components that exist within it (images, logo, margin, padding, copy, etc.).
Always include a CTA in the banner so consumers have an interaction point.
BLOG
TEMPLATE
Our web blog template uses a twocolumn setup that alternates side-byside images and copy. This allows us to break up long copy blocks with visuals.
When viewing on mobile, the blog shrinks down to a single column format that alternates image, then copy, etc.
1 HERO IMAGE
Image on left, text overlay on right. Color usually determined by the spark bucket that the product in-blog is related to.
2 INTRODUCTION
Introduction is place within the blog using html. try to avoid using the pre-build column on magento as it can mess with the font size
3 BODY COLUMN
Text on right, image on left and vice versa on the next column. NOTE: althought reversed, image always goes on top on mobile.
4 CONCL USION
Conclusion is treated the same as introduction
TITLE
Futura PT Extra Bold white text on color
1 EMAIL
640
2 PREVIEW TEXT HEADER
3 HERO IMAGE
Can be lifestyle photo, illustration, or GIF
4 TEXT BLOCK
White text of varying weights of Futura PT on a color background
5 PRODUC T SHOTS
6
DIGITAL ADS
07 VIDEO GUIDELINES
PRODUCT VIDEOS
SIZZLE VIDEO
HOW-TO VIDEO
UGC STYLE VIDEO
SUB BRAND VIDEOS
PLAYFOAM
GEOSAFARI
DESIGN AND DRILL
HOT DOTS
EARLY LEARNING
KANOODLE
GAMES
CRAFTS
CODING
PRODUCT VIDEOS
There are a few main kinds of videos that we make inhouse. Here are some guidelines for each one; this may vary by product or placement.
SIZZLE VIDEOS
This is a short video, typically 30-45 seconds, that is meant to be exciting and engaging. It should highlight the product and its main features/benefits. Sizzle videos are meant to drive sales of the product. Sizzle videos for games should show an abbreviated version of how to play.
Pom Pom Craft Kit YouTube
HOW-TO VIDEO
These videos are typically for games. They are longer and more instructional, designed to improve user experience by showing in-depth, step-by-step instructions of how to play the featured game or product.
UGC-STYLE
UGC, or user generated content, is a style of video typically used for TikTok, IG Reels, or Ads. UGC content should look similar to how influencer videos look. They can use a phone camera, colorful backgrounds, text overlays, and elements from TikTok. These videos’ purpose varies by project, but should never use stop motion or highly edited. content.
SUB BRAND VIDEO
Sub brands each have their own video requirements. For example, we always want to show the tool in Design & Drill product videos, but for Playfoam we want to show the texture close-up.
PLAYFOAM®
Should always show Playfoam being squished/ shaped to show texture.
Should always show tools if included.
GEOSAFARI®
Show toys outdoors if possible.
If toy has a screen (like in the Space Explorer), show what kids are seeing when using product.
play outside!
If toy includes audio, have a speech bubble with text inside.
DESIGN AND DRILL®
Should always show tool in use and toy being built. For Bolt Buddies, we should always show the included pal and the inside of the packaging.
HOT DOTS®
Should always demonstrate how the interactive pen works.
Show subjects covered
EARLY LEARNING
Should always include a shot with skills/learning benefits listed
If applicable, callout classroom use.
KANOODLE®
Should always show all the ways to play (2D, 3D, Shake Challenge, etc.)
Use black end card
Should show guide next to game in at least one shot.
GAMES
Should have separate sizzle and how-to-play videos.
CRAFTS
Should show tool in-use.
Should show finished product
CODING
Should show code in UI and in action.
08 PRINT
LOGO PLACEMENT
PACKAGING REQUIREMENTS
WARNINGS
LOGO PLACEMENT FOR PACKAGE FRONTS
Logo can be placed either on the upper left or lower right, but not both.. Minimum 1/4” spacing all sides. Logo should be present on back and front of packaging.
FRONT PACKAGING REQUIREMENTS
US Patent/ Batteries
Label (Varies by product)
BACK PACKAGING REQUIREMENTS
Batteries (if applicable)
SMP Worksheets may vary
FSC (applies to wood and wood-based products) Address (always 6pt font) Only used for battery operated products or plug in products
Recycle label
BACK UK PACKAGING REQUIREMENTS
These are UK-specific labels that must go on all packaging for LRUK shipment.
Only used for battery operated products or plug in products
Batteries (if applicable) Recycle label
Address (always 6pt font)
(Spanish, French & German)
SMP Worksheets may varie
Only for electronic products sold to EU/UK
CE (Safety Requirement) UKCA (UK Product)
FRONT CANADIAN PACKAGING
REQUIREMENTS
Packages must include French Canadian translations for specific information.
Product Name
Piece Count
(If the guide is for the child (ex. journal, activity), then it’s included in the piece count.
Warning Label (Varies by product)
Warning Translation
For Products that have English only copy: (Like Hot Dots, Blurt, word games, etc) Need to include “Content in English Only” in English and French on front of box.
For Products that will not be sold in UK: The warning should be on the front panel in French and English.
Does not need translation: Callouts, Tagline, Product names that are and , Piece count if packaging is see-through and ALL pieces are visible.
Translate Ages (or show “3+” to avoid translation)
Translation font size should be the same size as other copy on the front panel (ex. Same font size as product number) Translated name must go directly under English product name.
Translated
The warning must be in a type size no larger than the largest type size used for other consumer information on the product. In no case should the type size be smaller than 6-point type.
1 MTL SMALL PARTS WARNING
Used for both US and UK projects
2 MTL SMALL PARTS WARNING
UK specific projects ONLY
3 DO NOT AIM
Is for products that shoot objects. Ex: Barnyard Bounce.
4 ADULT ASSEMBLY N/A
5 SUFFOCATION WARNING
Polybags larger than 4” x 4” (must be multilingual if LR UK takes product)
WARNINGS
The warning must be in a type size no larger than the largest type size used for other consumer information on the product. In no case should the type size be smaller than 6-point type.
1 BUTTON & CELL BATTERY Used for.......
2 STRAGULATION CORD Used for.......
3 DIRECT SUNLIGHT Used for.......
4 CHOKING HAZARD when a product contains a 1.75” or smaller ellipsoidal shaped object.
The warning must be in a type size no larger than the largest type size used for other consumer information on the product. In no case should the type size be smaller than 6-point type.
WARNING SIZES
Measurements for label packaging are always in height x length. The first dimension (height) will measure from top to bottom of the container. Next, you’ll measure the width of the label. If you have a circular bottle, you’ll need to measure the circumference.
blk wbaby 10-15 blk wbaby
blk wbaby 30-100 blk wbaby
100-400 blk wbaby
400+ blk wbaby
SIOC
SIOC means ships in original container. If boxes are bigger than the maximum dimensions, they will not be packed in another box when shipped from warehouses, specifically Amazon’s. Instead, they will ship in their original packaging. We try to avoid this whenever possible.
The maximum dimensions are 18" x 14" x 8"
09 MULTIBRAND GUIDELINES
MULTIBRAND
ABOUT OUR COMPANIES
LOGO LOCKUPS
FONTS
COLORS
SHAPES
DIGITAL
POWERPOINT PRESENTATIONS
AMAZON STOREFRONT
SELL SHEETS
CATALOG
MULTIBRAND STATEMENT
On a mission to bring learning to life, Learning Resources®, Educational Insights®, and hand2mind® are a trio of brands that are trusted by teachers and loved by families. We are a 300-person strong, family-owned organization with over 60 years of experience in helping kids develop a love of learning.
We’re Learning Resources, and learning is where we play. Trusted by parents and teachers since 1984, our award-winning educational toys help kids develop a lifelong love of learning while building essential school-ready skills—from ABCs and 123s to screenfree coding and STEM, we make learning fun at every age, stage, and skill level.
Discover countless ways to learn through play with our award-winning, top selling products including Pretend & Play® Calculator Cash Register, Farmer’s Market Color Sorting Set and Toy of the Year winner Botley® the Coding Robot.
We’re play enthusiasts. We aim to create experiences filled with sheer joy and uncontrollable laughter! We are champions of curiosity and those “eureka” moments of discovery.
In addition to inspiring creativity, imagination, good sportsmanship, and out-of-the-box learning, our inventive line of kid-powered toys and engaging games are packed full of fun, designed to delight, and are certain to satisfy kids’ natural curiosity.
Here at hand2mind we believe children learn best by doing.
For over 50 years, teachers and administrators at thousands of schools and districts across the country have relied on our high-quality, hands-on materials to expand their core curriculum.
From math to science to STEM to literacy and from manipulatives to lessons to teacher/parent support materials, we’re always on the lookout for new ways to get students’ hands and minds working together.
We love dogs and they love us! At Brightkins, we’re dedicated to creating whimsical, family-friendly pet products that help you engage, stimulate, and bond with your furry friend.
Our paws-on interactive toys and training tools unlock your pets’ curiosity and engage the entire family! After nearly 40 years designing award-winning toys that make learning fun for kids, We’re excited to bring learning to life for your furry family members.
PRIMARY LOGO LOCKUP
When referring to our tri-brand, logos must be shown in this order: Learning Resources first, Educational Insights second, and hand2mind third. Logos can be shown in their original colors or in a single color.
Primary logo lockup in color
Primary logo lockup in white (used in footers)
SECONDARY LOGO LOCKUP
When referring to our family of companies, including our pet brands, logos must been shown in the following order:
Secondary logo lockup in color
LOGO LOCKUP EXAMPLES
MULTIBRAND COLORS
Each brand is represented by one of its primary colors in multibrand or tri-brand settings.
CMYK 100 87 8 1
RGB 15 63 149
HEX #0F3F95
CMYK 45 0 90 0
LEARNING RESOURCES
RGB 154 202 60
HEX #9ACA3C
CMYK 69 14 0 0
RGB 0 174 239
HEX #00AEEF
HAND2MIND CMYK 54 90 11 1
HEX #FAA61A
BRIGHTKINS
RGB 136 62 137
HEX #883E89
CMYK 9 0 0 0
RGB 226 244 253
HEX #E2F4FD
MULTIBRAND SHAPES
Using the primary color that represents the brand, each company is also designated a shape. These shapes are used as decorative elements (for example: the colored outline behind a photo), as well as a key in our catalog and sell sheets to indicate which company made the product.
OUR MISSION STATEMENT
When our mission statement is written out, make sure it follows this casing: “We bring Learning to Life” and only Poppins Bold or Verveine fonts should be used.
We bring Learning to Life We bring Learning to Life
OUR VOICE
Each brand has its own distinct voice. When writing for multibrand, like in our catalog, copy and tone should not skew towards any one distinct brand. Rather, it should be inclusive of all represented brands and products, focusing on the shared mission of “Bringing learning to life!”
When referring to “multibrand” we are referring to our family of companies. When referring to “tri-brand” we are only referring to Learning Resources, Educational Insights, and hand2mind.
Use “multibrand”, not “multi-brand” or “multi brand”. Though the latter two are accepted spellings, we should be consistent with our use of the term. Tri-brand should be hyphenated.
DIGITAL
POWERPOINT PRESENTATIONS
AMAZON STOREFRONT
POWERPOINT OPENERS
For sales, shared services, and internal presentations that refer to our family of companies, our Multibrand PowerPoint Presentation template should be used.
Here are examples of opener slides showing our tri-brand and multibrand of logos. Opener slides include the name and date of the presentation. If presenting to a specific retailer, make sure the corresponding logo is at the top left.
POWERPOINT BRAND SLIDES
These are examples of our brand slides, which are meant to inform viewers about our mission, who we are, and relevant data.
These slides should be appear early in your presentation as an introduction to our family of companies.
POWERPOINT DIVIDERS
Here are two examples of divider slides used to break up a presentation into subsections.
Please use a divider slide when transitioning to different topic.
POWERPOINT CONTENT SLIDES
Here are a few examples of content slides. Content slides will vary based on the presentation objective. These slides are used to showcase products, data, infographics, etc.
For all content slides, make sure your headline is short and concise. Try to use bullet points instead of paragraphs of copy. Visuals will communicate data to your audience more effectively than copy.
AMAZON STOREFRONT
Here is an example of a multibrand Amazon storefront, used when showing products from all companies in a single category, such as coding.
Use the multibrand shapes and colors to identify the different products.
SELL SHEETS
CATALOG
NEW PRODUCT SELL SHEETS
New product sell sheets are used to showcase upcoming products that are still in development. Sell sheets are published digitally in Issuu and used by Sales and Marketing.
CLICK HERE TO VIEW
NEW PRODUCT SELL SHEETS
Here are examples of what the template pages look like per brand. For example, all new Learning Resources products will have a light green background and use a green hexagon for category/age and feature callouts. These pages are updated monthly (around the 1st of every month from May to December).
CATALOG
The printed catalog is multibranded, which means all products are shown together and separated by category (Early Learning, Sensory, Math, etc).
For all product pages, small brand shapes are used as a key to designate the product’s origin:
Learning Resources Product
L LER XXXX
GRADE X | AGES X+
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec tempor velit mi, sit amet hendrerit libero sollicitudin nec.
! SMALL PARTS [1]. Not for children < 3 yrs.
$XX.XX SRP | CPQ 6
Educational Insights Product
E EI-XXXX
GRADE X | AGES X+
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec tempor velit mi, sit amet hendrerit libero sollicitudin nec.
! SMALL PARTS [1]. Not for children < 3 yrs.
$XX.XX SRP | CPQ 6
hand2mind Product
H XXXXX
GRADE X | AGES X+
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec tempor velit mi, sit amet hendrerit libero sollicitudin nec.
! SMALL PARTS [1]. Not for children < 3 yrs.
$XX.XX SRP | CPQ 6
Learning Resources. All Rights reserved.
CATALOG COLORS
CMYK 100 87 8 1
RGB 15 63 149
HEX #0F3F95
CMYK 45 90 9 0
RGB 146 63 140
HEX #923F8C
CMYK 64 75 0 0 RGB 113 89 165
HEX #7159A5
#ED1C24
CLASSROOM RESOURCES NUMBERBLOCKS
#F37021
CMYK 0 40 100 0
HEX #FAA61A GAMES
RGB 250 166 26
SENSORY & CRAFT
CMYK 0 75 11 0
RGB 240 103 152
HEX #F06798
#0074BC
#14B1E7
CMYK 50 0 99 0 RGB 141 198 63
HEX #8DC63F
80 9 100 1
#2DA44A SCIENCE
45 164 74
CATALOG GUIDELINES
When building and proofreading the catalog, double check that the below guidelines are followed for consistency:
• Inch marks should be straight
• Museo Sans 900 should be used for all callout copy
• Write out numbers one through nine This rule does not apply to bursts/callouts
• In catalog, place an EM space in between the SKU number and the icons that indicate “best seller”, “award winner”, “STEM item”, etc.
• EN dash for number range (2–4 players)
• Available Fall 2024 (capital F and no period at the end)
• Grades (instead of Grade)
• Requires 2 AAA batteries (not included).
• Use “&” not “and” for all mentions of “Write & wipe”
• Guide (not Activity Guide)
• Capitalize the first letter in a callout or burst (even when following a number)
• Our mission statement should always follow this casing: “We bring Learning to Life”
10 SPARK MORE PLAY
LOGO
NAMING CONVENTIONS
WORKSHEETS
WEB COVERS
BLOGS
YOUTUBE VIDEOS
SPARK MORE PLAY
Our teachers and play experts create Spark More Play activities to keep the fun (and learning) going! These activities are free to download and can be completed with art supplies and products parents already have at home, so all they have to do is download and print— they’re ready to play.
WORKSHEETS
This is the standard template for all worksheets. The dimensions, border, SMP logo, EI logo, and copyright and website information do not change.
1 DIMENSIONS
8.5x11 inches (portrait) 11x8.5 inches (landscape)
2 TITLE Left aligned
3 BORDER Centered on page
4 SMP LOGO
5 INSTRUCTIONS Centered on page and center aligned
WORKSHEET FONTS
For simple and standard instructions, use EI dark blue. When instructions are more complex and numbered, or the activity requires more copy (see item 4 below), use black for font color (see page X).
1
2
If the activity needs a materials list and expanded instructions, they should be on the first page, separate from the activity itself.
3 MATERIALS LIST Center aligned to illustration
INSTRUCTIONS SUBHEAD
5 INSTRUCTIONS LIST
Numbered instructions
Sentence case in black
EXPANDED MATERIALS & INSTRUCTIONS
Some activities are more complicated and require longer instructions. In these cases, allow the instructions and materials their own pages.
1 ILLUSTRATED INSTRUCTIONS
Included where neccesary with 1pt stroke in black
OTHER ELEMENTS KEYS
Keys are great for activities like “color by shape,” “picture hunts,” or for classifing objects.
1 KEY Rounded corners
1pt stroke in black
Title: Futura PT Bold
Categories: Futura PT Demi
Center align copy
All caps
1
OTHER ELEMENTS
CUT LINES
When scissors are required to cut something out in the activity, include a dashed cut line around the items. Leave space to make it as easy as possible for small hands to cut out the items.
1 SCISSORS
Make the scissor icon a color that matches the worksheet. This scissor icon is different than the scissor illustration in the materials list; it’s a flat shape, not outlined.
2 CUT LINE
1pt stroke in light gray
Rounded cap & corner
Dashed line - 8pt
WEB COVERS
WEB COVERS
BRAND + ADDITIONAL COLORS
For the Spark More Play web covers, we use the Educational Insights brand colors (shown at the bottom of the page; all hex codes can be found on page X) plus the six additional colors listed below.
CMYK 38, 94, 24, 3
RGB 163, 51, 119
HEX #A33377
CMYK 0, 80, 50, 0
RGB 255, 89, 92
HEX #FF595C
CMYK 69, 14, 0, 0
RGB 0, 175, 241
HEX #00AFF1
CMYK 1, 99, 0, 0
RGB 236, 0, 140
HEX #EC008C
CMYK 0, 43, 90, 0
RGB 249, 160, 50
HEX #F9A032
CMYK 47, 0, 98, 0
RGB 148, 202, 61
HEX #94CA3D
WEB COVERS
1 DIMENSIONS
720 pixels max width x variable height
2 TITLE Futura PT Extra Bold in white. Can be at the top or bottom of the worksheet
3 SUBTITLE Futura PT Demi, 100pt tracking in white
4 WORKSHEET
6 DOWNLOAD ICON
75x75 pixels, centered horizontally at the bottom of the worksheet
WEB COVERS
ILLUSTRATED
1 DIMENSIONS
720 pixels max width x variable height
2 ILLUSTRATIONS
Illustration of the activity
3 TITLE
Futura PT Extra Bold with [accent text] in Futura PT Demi, in white
4 DOWNLOAD ICON
75x75 pixels, centered horizontally at the bottom of the worksheet
1 DIMENSIONS
2 TITLE
3 SUBTITLE
4 DOWNLOAD ICON 75x75 pixels, centered horizontally
5 WORKSHEETS
Digital array of worksheet, add drop shadow
1 BLOG ICON
92x75 pixels, upper right corner
2 DIMENSIONS
720 pixels max width x variable height
3 TITLE Futura PT Extra Bold in white
4 PHOTO Photo of
1 YOUTUBE ICON
92x75 pixels, upper right corner
2 DIMENSIONS
720 pixels max width x variable height
3 PHOTO Photo of
4 TITLE
Futura PT Extra Bold in white
1 DIMENSIONS
1280x720 pixels
2 SMP LOGO Left aligned
3 SIMPLIFIED TITLE
Eye-catching, short title that is different from the actual video name.
Futura PT Extra Bold All Caps
4 PHOTO
Photo of activity on bright solid color background
YOUTUBE OUTRO
These end cards go at the very end of all our Spark More Play YouTube videos in this order: Spark More Play, then Educational Insights.
1 DIMENSIONS 1920x1080 pixels
VIDEO
TEXT OVERLAY
We use text overlay in our Youtube videos and social videos to give stepby-step instructions or call our learning benefits.
1 SMP LOGO
For Youtube videos, it will stay in the lower left corner for the whole video except the intro and outro. For vertical social videos, it apears in the intro and then disappears.
2 TEXT OVERLAY
White text on a blue rectangle with rounded corners.
SMP FOR PACKAGING
BONUS BURST
This burst goes on the front of all packaging to raise awareness about Spark More Play.
SMP FOR PACKAGING
This lockup goes on the back of all our packaging, using worksheets that relate to that product or product range.
SMP FOR PACKAGING
LEARNING ACTIVITIES
Size may vary depending on the amount of space is available per box.
Vertical Lockup
Horizontal Lockup
Lockup used when space is limited
PLAYFOAM ®
RANGE PROPOSITION
LANDING PAGES
RANGE PROPOSITION
Playfoam® is a line of sensory-stimulating, squishy, squashy compounds that build skills through hands-on play and activities for creative and imaginative kids that like to keep their hands and minds moving.
PRIMARY LOGO
Primary logo on color
Secondary logo
When registration mark gets too small it is moved to the outside of the lockup
When logo appears on white or light backgrounds, use the version with a gray stroke
Single color logo
SUB BRAND LOGOS
Note: Do not use the Playfoam Pluffle logo. Pluffle™ is a standalone entity.
Playfoam Naturals Logo
Playfoam Sand Logo
Playfoam Pluffle Logo
LOGO CLEARANCE
Separate the logo from all surrounding visual elements using a clearspace margin that is double the width of the cloud outline
Separate stacked elements from the logo using a clearspace margin that is half the width of the cloud outline
THINGS TO AVOID
Do not use old logo
Do not remove registration mark
Do not distort or warp the logo in any way
Do not apply a gradient to the logo
Do not change colors
Do not rotate
PLAYFOAM COPY/TONE
Playfoam® tone is all about satisfying, soothing, ASMR-filled play. Playfoam is the original, soothing, sensory compound, so we want copy to convey how Playfoam feels, why it’s satisfying, and all the endless creative possibilities it has. Note that the tone may differ between Playfoam sub lines; for example, we use specific words for Pluffle that we don’t use for classic Playfoam, etc. Here are some key phrases to use:
Squishy, squashy
Mesmerizing, fluffy (Pluffle)
Soothing
Mess-free
Non-toxic
Make Stuff with Playfoam
COLORS
These are the Playfoam and Playfoam Sand sub brand colors.
PRIMARY COLORS
CMYK 100, 000, 000, 000
RGB 000, 174, 239
HEX #00AEEF
CMYK 100, 70, 000, 000
RGB 000, 90, 170
HEX #005BAA
SECONDARY COLORS
CMYK 000, 100, 000, 000
RGB 236, 000, 140
HEX #EC008C
CMYK 50, 000, 100, 000
RGB 141, 198, 063
HEX #8DC63F
CMYK 000, 50, 100, 000
RGB 141, 148, 29
HEX #F7941D
CMYK 75, 100, 000, 000
RGB 102, 045, 145
HEX #662D91
PLAYFOAM PRODUCT COLORS
PLAYFOAM SAND PRODUCT COLORS
Blue Pink Black Green Red Purple Yellow Orange
Yellow
White Pink Purple Orange
Blue Green Gray
COLORS
These are the Playfoam Naturals sub brand colors.
PRIMARY COLORS
CMYK 58, 23, 88, 5
RGB 119, 153, 77
HEX #77994D
PRODUCT COLORS
CMYK 000, 000, 000, 000
RGB 255, 255, 255
HEX #FFFFFF
Yellow Green Red Blue
PACKAGING
The Playfoam products share a line look that uses a colorful pattern on its packaging. Here are some examples of Playfoam packaging. Package type will vary by product size, contents, etc.
Box
Pizza Box
Blister
PATTERN
These shapes make up the current Playfoam pattern that is on every Playfoam box. Additional shapes can be added to the pattern if they fit the line and are approved.
CLASSIC PF PATTERN COLORS
These are the colors used on Playfoam package patterns. Front pannel patterns are at 35% opacity.
CMYK 70, 25, 000, 000
RGB 64, 155, 214
HEX #409BD6
CMYK 25, 50, 000, 000
RGB 196, 144, 191
HEX #C490BF
CMYK 30, 000, 35, 000
RGB 191, 223, 184
HEX #BFDFB8
CMYK 7, 50, 35, 000
RGB 231, 152, 143
HEX #E7988F
CMYK 5, 35, 85, 000
RGB 240, 180, 48
HEX #F0B430
CMYK 5, 10, 80, 000
RGB 247, 224, 66
HEX #F7E042
PLAYFOAM SAND PATTERN COLORS
These are the colors used on Playfoam Sand package patterns. Front pannel patterns are at 30% opacity.
CMYK 100, 000, 000, 000
RGB 0, 174, 239
HEX #00AEEF
CMYK 50, 000, 100, 000
RGB 141, 198, 63
HEX #8DC63F
CMYK 000, 100, 000, 000
RGB 236, 000, 140
HEX #EC008C
CMYK 5, 10, 100, 000
RGB 246, 216, 9
HEX #F6D809
CMYK 75, 100, 000, 000
RGB 102, 045, 145
HEX #662D91
PACKAGING COMPONENTS
PACKAGING COMPONENTS
BLISTER
A+ PAGE
This is an example of a Playfoambranded A+ page.
1 PRODUCT LOGO + PHOTO
Product Logo and name with a product shot on white.
2 FEATURES/BENEFIT CALLOUT
Product Logo and name in Title Case with a product shot on white.
3 IMAGE WITH TEXT
SEO text written in Amazon paired with images.
4 LIFESTYLE PHOTOS
Muliple lifestyle images of the product.
5 SPARK MORE BUCKET
Most Playfoam products fall under the Creativity bucket.
Show close up or features of the product
Product on white
Show kid engaged with the product
How to Play or Examples of what to make
12 GEOSAFARI ®
RANGE PROPOSITION
BRANDING
LOGOS FONTS
COPY/TONE COLORS
PACKAGING
DIGITAL
LANDING PAGES
A+ PAGES
TOP 6
RANGE PROPOSITION
GeoSafari is a line of kid-friendly science toys & tools ranging from binoculars to microscopes that is designed to be just right for kids’ hands and eyes to spark exploration and turn small moments into big discoveries for budding scientists who have yet to master tying their shoes.
PRIMARY LOGO
This is the GeoSafari logo
LOGO CLEARANCE
THINGS TO AVOID
Don’t use old logos
Don’t rotate the logo
Don’t remove the mark from the logo
Don’t stretch or shrink the logo
Don’t use the GeoSafari Jr logo
GEOSAFARI LOCK UPS
Various lock ups used for packaging.
GEOSAFARI COPY/TONE
GeoSafari tone of voice conveys exploration, adventure, and discovery. It’s a line of toys that make science accessible and exciting to kids, so they can fuel their curiosity, ask questions, discover answers, and more. It’s not just about the bug under the microscope, but about the skills they unlock when they learn to observe, focus eyepieces, explore, and more.
It’s about presenting an entire world to them in kid-sized bites.
Explore Look, Listen, Learn (talking products)
Discover the world of _____
Early STEM
Explore (subject) with (feature)—Ex: Explore outer space with 130+ images and videos
Interactive and immersive play
Your World!
COLORS
Here are the colors for the GeoSafari sub brand.
CMYK 90, 60, 0, 0
RGB 18, 104, 179
HEX #1268B3
CMYK 70, 17, 0, 0
RGB 42, 167, 223
HEX #2AA7DF
CMYK 1, 18, 100, 0
RGB 255, 206, 000
HEX #FFCE00
CMYK 0, 80, 58, 0
RGB 241, 90, 93
HEX #F15A5D
CMYK 2, 97, 24, 0
RGB 233, 32, 118
HEX #E92076
CMYK 77, 96, 0, 0
RGB 97, 39, 158
HEX #61279E
CMYK 1`00, 90, 2, 1
RGB 0, 51, 161
HEX #0033A1
CMYK 67, 11, 100, 1
RGB 98, 167, 15
HEX #62A70F
CMYK 70, 0, 11, 0
RGB 0, 193, 222
HEX #00C1DE
A+ PAGE
Here’s the A+ page format for our GeoSafari products. It follows the EI branded structure.
1 EI LOGO
This block stays the same except for crosssell A+ pages
2 PRODUCT LOGO + PHOTO
Brand/Product logo on color and product image on white Product name written in Title Case
3 WHAT’S INCLUDED
Highlight the contents of the product, in this case the visual and audio content to show what kids will see and learn
4 PHOTO
Highlight features, benefits, or skills here
5 SPARK MORE BUCKET
GeoSafari typically falls under the Exploration bucket
TOP 6
Show what kids will see when using the product
Show who voices the products (when applicable)
Show kid using additional features
Product on white
Show kid using the product properly
Spark More bucket
PACKAGING
Here are a few examples of the types of packaging we use for GeoSafari.
Closed Box
Closed Box
Open packaging
PACKAGING COMPONENTS
GEOSAFARI
(Spanish, French & German)
MTL (Spanish, French & German) EI Logo
Choke warning
Batteries
PACKAGING COMPONENTS
GEOSAFARI
PACKAGING COMPONENTS
GEOSAFARI OPEN PACKAGING
13 DESIGN & DRILL ®
RANGE PROPOSITION
BRANDING
LOGOS FONTS
COPY/TONE COLORS
DIGITAL
LANDING PAGES
A+ PAGES
TOP 6
PACKAGING
RANGE PROPOSITION
Design & Drill is a line of hands-on STEM experiences that spark creativity, imagination, and fine motor skill development through build-it-yourself toys for independent junior engineers who want to feel the thrill of the drill and real-working tools.
PRIMARY LOGO
Primary logo
Single color logo
#F16058
#21409A
#009B9F2
Color logo
BOLT BUDDIES LOGO
Primary logo
Single color logo on light bkgd
Single color logo on dark bkgd
Spacing may varie
LOGO CLEARANCE
THINGS TO AVOID
use old logos
Don’t double up the layers around the logo. Don’t use the trademark (unregistered) on Bolt Buddies
Don’t stretch or squeeze the logo
Don’t use old logos
Don’t use the wrong color
Do not rotate the logo
Don’t
DESIGN & DRILL COPY/TONE
Design & Drill voice conveys the excitement of hands-on building. The line incorporates creativity, imagination, and early STEM into a confidence-building experience where kids gets to recreate the adult activity of construction all by themselves. Copy with Deisgn & Drill should always emphasize the kid-friendly tools that are the main thing of the product, along with the opportunity for imagination and pretend play. Here are some key terms:
Kid-friendly tools (we sometimes use kid-safe, but kid-friendly is the go-to)
Real, working tools
Kid-sized engineering and STEM
Early STEM
Build fine motor skills
Construction play
COLORS
These are the primary colors for the Design & Drill sub brand.
CMYK 100, 90, 0, 0
RGB 33, 64, 154
HEX #21409A
CMYK 0, 78, 64, 0
RGB 241, 96, 88
HEX #F16058
CMYK 80, 0, 0, 0
RGB 0, 185, 242
HEX #00B9F2
CMYK 100, 98, 31, 23
RGB 39, 38, 96
HEX #272660
CMYK 0, 26, 85, 0
RGB 254, 193, 65
HEX #FEC141
A+ PAGE
This is an example of an A+ page for a Design & Drill product; it follows the regular EI A+ page format.
1 EI LOGO
This block always stays the same (excluding cross-sell A+ pages)
2 PRODUC T LOGO + PHOTO
Brand/Product logo on color and product image on white
Product name written in Title Case, 9.85pt
3 WHA T’S INCLUDED
For Design & Drill A+ pages, the includes order goes: Toy (if applicable), Bolt Buddy figures (if applicable), cards/boards, gears/ bolts, then tools.
4 LIFESTYLE PHO TOS
These photos show the kid playing with the toy and overlays that feature additional features or benefits
5 SPARK MORE BUCKET
Design & Drill typically falls under the Creativity bucket
TOP 6
Always show kid using the tool
Always show the kid building the toy
Always show packaging as part of the play (if applicable)
Always show pretend play aspect
Product on white
Spark More bucket
PACKAGING
Here are some examples of Design & Drill packaging. Package type will vary by the product size, contents, etc.
Bolt Buddies
Design & Drill
Bolt-It Bucket
PACKAGING COMPONENTS
BOLT BUDDIES
INTERIOR PACKAGING
BOLT BUDDIES
Logo
#272660
PACKAGING COMPONENTS
DESIGN & DRILL
PACKAGING COMPONENTS
LABEL
14 HOT DOTS®
RANGE PROPOSITION
BRANDING
LOGOS FONTS
COPY/TONE COLORS
DIGITAL
LANDING PAGES
A+ PAGES
TOP 6
RANGE PROPOSITION
Hot Dots® is a line of interactive activity books and electronic pens that build confidence through handson, independent activities for kids at every level of learning who excel by doing and are building school readiness skills and self-confidence.
Type is white
Blue stroke behind
Dark blue register icon
LOGO CLEARANCE
Primary and Sub Brand
The logo and icon’s safe zone
The inner gray area indicates clear space. This area must be kept free from other elements in .30" space.
THINGS TO AVOID
Do not rotate the logo Missing ®
Do not reverse colors
Do not stretch the logo
LICENSING
PLAYFOAM COPY/TONE
Hot Dots® is all about making regular workbooks an interactive, hands-on, self-paced learning experience. Note that in copy, Hot Dots® acts as a singular noun (think “Hot Dot”); so, we say Hot Dots® “is”, not Hot Dots® “are”. Our tone of voice while writing about Hot Dots® skews more educational than some of other lines but is still focused on turning learning into a confidence-building experience. We are empowering kids to learn independently, correct their own mistakes, and interact with their learning materials. Here are some common phrases:
Interactive
Interactive pen
Self-paced
Independent learning
Comprehension
Immediate feedback
Instant feedback
Lights & sounds
Audio & visual feedback
COLORS
These are the colors we use for the Hot Dots sub brand, including packaging and activity books.
CMYK 88, 31, 0, 0
RGB 0, 140, 207
HEX #008CCF
CMYK 000, 96, 82, 000
RGB 238, 44, 57
HEX #EE2C39
CMYK 64, 85, 0, 0
RGB 118, 72, 157
HEX #76489D
CMYK 50, 0, 100, 0
RGB 141, 198, 63
HEX #8DC63F
CMYK 0, 50, 100, 0
RGB 247, 148, 29
HEX #F7941D
CMYK 65, 0, 0, 0
RGB 32, 196, 244
HEX #20C4F4
CMYK 0, 0, 100, 0
RGB 255, 242, 0 HEX #FFF200
CMYK 80, 10, 45, 0
RGB 0, 167, 158
HEX #00A79E
CMYK 93, 62, 30, 10
RGB 20, 92, 130 HEX #145C82
CMYK 2, 29, 96, 0
RGB 248, 185, 35 HEX #F8B923
CMYK 68, 0, 62, 0
RGB 73, 187, 137 HEX #49BB89
CMYK 9, 84, 98, 1
RGB 218, 78, 41
HEX #DA4E29
A+ PAGE
With Hot Dots A+ pages, we always want to highlight the interactive pen.
1 PRODUCT LOGO + PHOTO
Brand/Product logo on color and product image on white product name written in Title Case
2 PEN CALLOUT
The same for all Hot Dots products
3 IMAGES WITH TEXT
SEO text written in Amazon paired with an image or images
4 LIFESTYLE PHOTOS
5 SPARK MORE BUCKET
Shows a photo of a kid engaged in the product with sparks on top of their head
Product on White
Pen Infographic
PACKAGING
Here are some examples of Hot Dots packaging. We use different colors to distinguish grade levels.
PACKAGING COMPONENTS
HOT DOTS CLOSED PACKAGING
Books included Features
Illustrations used from the books
Incorrect pen
Hand Illustration (Hand color varies per grade level)
GUIDE COMPONENTS
Dot size 0.3”
15 EARLY LEARNING
BEAN BAGS
RANGE PROPOSITION
LOGO & COLORS
A+ PAGE & TOP 6
PACKAGING
GENERAL BRANDING
RANGE PROPOSITION
LOGO & COLORS
A+ PAGE & TOP 6
PACKAGING
EARLY LEARNING
Educational Insights’ early learning toys are hands-on skill-builders developed by teachers and experts that introduce key early learning concepts and build selfconfidence through engaging, tactile play for kids who are taking on the world of preschool and kindergarten.
BEAN BAGS
Educational Insights’ bean bags are a line of totally tactile learning tools that build confidence, fine motor skills, and teach early learning concepts through handson activities for kids who like to learn with their hands.
LOGOS
Caption goes here
MODIFIED FONTS
We use a modified font for all early learning products to match the specific font that young kids will recognize. For example, some fonts use a q that goes straight down, which can look like other letters when flipped around. We use the modified font to remove any confusion
COLORS
These are the colors we use for our bean bags sub line.
CMYK 6, 100, 62, 000
RGB 225, 027, 080
HEX #E11B50
CMYK 000, 60, 100, 000
RGB 245, 130, 032
HEX #F58220
CMYK 85, 000, 40, 000
RGB 000, 178, 173
HEX #00B2AD
CMYK 80, 10, 100, 000
RGB 45, 164, 74
HEX #2DA44A
CMYK 100, 25, 15, 000
RGB 000, 142, 189
HEX #008EBD
CMYK 90, 70, 000, 000
RGB 42, 92, 170
HEX #2A5CAA
CMYK 80, 80, 000, 000
RGB 82, 079, 161
HEX #524FA1
CMYK 2, 60, 13, 000
RGB 237, 132, 163
HEX #ED84A3
CMYK 000, 28, 64, 000
RGB 253, 191, 111
HEX #FDBF6F
CMYK 61, 000, 29, 000
RGB 87, 192, 192
HEX #57C4C0
CMYK 35, 13, 100, 000
RGB 179, 193, 53
HEX #B3BD35
CMYK 56, 14, 8, 000
RGB 106, 179, 213
HEX #6AB3D5
CMYK 64, 43, 000, 000
RGB 100, 134, 196
HEX #6486C4
CMYK 49, 47, 001, 000
RGB 137, 134, 189
HEX #8986BD
PACKAGING
Our bean bags sub line has a specific style of packaging structure to ensure they look aligned with each other.
Here is an example:
PACKAGING COMPONENTS
PACKAGING COMPONENTS
DRAWSTRING BAG
10 Bean Bag examples (Illustrations) Logo
Product Logo
DOMINOES
Educational Insights’ dominoes is a sub line of hands-on early learning tools that teach foundational skills like phonics, reading, and math through building and writing for kids who learn best by doing.
LOGOS
COLORS
Here are the Dominoes sub line colors.
CMYK 7, 100, 60, 000
RGB 222, 27, 81
HEX #DE1B51
CMYK 81, 31, 12, 000
RGB 3, 143, 189
HEX #038FBD
CMYK 000, 000, 000, 000
RGB 255, 255, 255
HEX #FFFFFF
PACKAGING
The Dominoes products use a wrap-around label on a clear, handled, storage bucket. It is EI branded as part of the Early Learning category.
Wrap
PACKAGING COMPONENTS WRAP
BUBBLEBRIX ™
BubbleBrix™ are the two-in-one set of on-trend pop blocks that provides a fidget fun, sensory stimulating, hands-on way to practice letters and numbers for touchy-feely 3-to-5-year-olds who learn by doing.
LOGOS
COLORS
Here are the BubbleBrix sub line colors.
CMYK 80, 79, 000, 000
RGB 82, 81, 162
HEX #5251A2
CMYK 75, 2, 39, 000
RGB 000, 181, 173
HEX #00B5AD
CMYK 000, 000, 000, 000
RGB 255, 255, 255
HEX #FFFFFF
PACKAGING
The BubbleBrix products use a wrap-around label on a clear, handled, storage bucket. It is EI branded as part of the Early Learning category.
Wrap
PACKAGING COMPONENTS
WRAP
SIDEBAR TITLE
These pages appear on Amazon product pages to showcase more product features and benefits. The A+ page background color does not have to match the text overlay color in the Top 6.
1 PRODUCT LOGO + PHOTO
970x300 pixels
Brand/product logo on color and product Image on white. Product name written in Futura-PT or uses the product logo.
2 FEATURES/BENEFIT CALLOUT
970x300 pixels
3 IMAGE WITH TEXT
970x300 pixels or 3 300x300 pixels blocks SEO text written in Amazon paired with an image or images.
4 LIFESTYLE PHOTOS
970x600 pixels
Muliple lifestyle images of the product.
5 SPARK MORE BUCKET
970x300 pixels
See page [X]
Fidget Toy for Kids BubbleBrix are the perfect pop it fidget toy ...
SIDEBAR AMAZONTITLE TOP 6
Product on white
Lifestyle image with text overlay
Lifestyle image with text overlay
Lifestyle image with text overlay
Lifestyle image with text overlay Cross Sell
16 KANOODLE ®
RANGE PROPOSITION
BRANDING
LOGOS FONTS HOW TO USE COLORS
DIGITAL
LANDING PAGES
A+ PAGES
TOP 6
PHOTOGRAPHY
VIDEO
PACKAGING
RANGE PROPOSITION
Kanoodle® is a line of brain-teasing puzzle games that are small enough to fit in your pocket and challenging enough to stump even the most experienced gamers, packed with hundreds of addictive games for puzzle lovers ages 7–107 who are ready to take on the challenge.
PRIMARY LOGO
Make logo yellow on black when possible
The logo may be displayed in any of the brand colors
LOGO CLEARANCE
Use letter stroke width to determine logo clearance
THINGS TO AVOID
Do not rotate logo
Don’t stretch the logo
Do not use multiple colors in logo
Don’t use old logos
Do not apply effects to logo
Logo should always be high contrast
1
2 HEADLINE Neutronic Semi Bold
3 TEXT
4 OTHER GRAPHIC ELEMENTS
Tenis vendundi nem que doluptam, con parum la dolorem idio odit, none conem qui BUILT-IN
COLORS
CMYK 75, 10, 0, 0
RGB 0, 174, 230
PMS 2202 C
CMYK 0, 77, 0, 0
RGB 240, 98, 164
PMS 2385 C
CMYK 45, 0, 0, 0
RGB 130, 211, 234
PMS 305 C
CMYK 65, 0, 100, 0
RGB 99, 188, 70
PMS 2287 C
CMYK 14, 0, 44, 0
RGB 221, 233, 167
PMS 365 C
CMYK 0, 35, 0, 0
RGB 247, 183, 211
PMS 230 C
CMYK 0, 42, 100, 0
RGB 255, 164, 0
PMS 137 C
CMYK 70, 70, 0, 0
RGB 101, 93, 198
PMS 2725 C
CMYK 0, 87, 80, 000
RGB 255, 68, 56
PMS WARM RED C
CMYK 20, 20, 23, 0
RGB 203, 195, 187
PMS WARM GREY 2 C
CMYK 4, 3, 94, 0
RGB 251, 229, 31
PMS 102 C
CMYK 0, 0, 0, 0
RGB 255, 255, 255
PMS WHITE C
COPY
Kanoodle® tone of voice is exciting, engaging, and TikTok-ified. The official tagline of Kanoodle is “The irresistible brain-bending puzzle games.” We want to communicate that playing Kanoodle is so fun, it’s addictive, without using that word. Here are some key phrases to use when talking about Kanoodle:
• Brain-bending
• Puzzle challenges
• Level up!
• For all ages
• Level up your puzzle skills
• Take the #KanoodleChallenge!
• Are you up to the challenge?
• How will you Kanoodle?
• Take the #ShakeChallenge!
• Race to solve the puzzle!
• We call the puzzle pieces “Kanoodle pieces”.
Do NOT call them noodles or oodles.
• We call the puzzles “puzzles” or “puzzle challenges”.
Do NOT call them levels or games.
LANDING PAGE
The Kanoodle landing page is designed to make the user feel like they’re leveling up their Kanoodle skills. To achieve this, each module is interactive; when the mouse hovers over the module, the image changes. The page is set up as a two column HTML grid.
1 HERO BLOCK
Autoplay video on a loop with a CTA that directs to the Kanoodle TikTok account
2 FEATURED PRODUCT
Highlights an individual product, typically the newest Kanoodle SKU.
3 LEVEL 1
Introduces our “beginner” level Kanoodle games.
4 LEVEL 2 Introduces our “intermediate” level Kanoodle games.
5 LEVEL 3
Introduces our “genius” level Kanoodle games.
6 KANOODLE CHALLENGE
A+ PAGE
The A+ page of Kanoodle is NOT branded EI, but is Kanoodle-branded.
The colors that outline each module match the colors of the Kanoodle pieces.
1 KANOODLE HEADER + WHAT’S INCLUDED
In this case, the first two blocks (the header and the includes) are one module to make room for the cross-sell
2 INTENSITY METER
Show all components that is essential to the gameplay
3 FEATURES CALLOUT
Here we showed the two different game modes
4 PHOTO
We recreated some of the viral #KanoodleChallenges that may appeal to the user.
5 CROSS-SELL
Cross-sell with other Kanoodle products
TOP 6
Product on white
Level Up/Intensity Meter
Extra features
# of Puzzles Burst and Tagline
Kanoodle Level Up Cross Sell
Ways to Play or How to Play
VIDEO
Kanoodle® videos should alway include the following:
Show 2D and 3D puzzles when applicable
Show guide next to puzzle in at least one shot
PACKAGING
PACKAGING COMPONENTS
PACKAGING COMPONENTS
Kanoodle
Kanoodle lockup
PACKAGING COMPONENTS
17 GAMES
EARLY LEARNING GAMES
7+ GAMES
SUBSECTIONS
BRAINTEASERS
ELECTRONIC GAMES
GAMES CATEGORY
We love gametime, which is why we make so many different types of games! There are some general guidelines that all of our games should follow, but we’ve broken it down into two main categories: Early Learning Games and 7+ Games. We’ll also cover a few key differences when it comes to Brainteasers and Electronic Games.
EARLY LEARNING GAMES
RANGE PROPOSITION
BRANDING
LOGOS/COLORS COPY/TONE
DIGITAL
LANDING PAGES
A+ PAGES
TOP 6
PACKAGING GUIDE
RANGE PROPOSITION
Educational Insights’ preschool games are fun-first, family favorites that sneak early learning and social skills into hands-on gameplay for everyone in the family to laugh, learn, and love.
LOGOS/COLORS
• Logos typically are done by an illustrator for the game and match the overall packaging/vibe/concept.
• Colors will vary by game, but use child-friendly, exciting colors.
COPY/TONE
Copy for early learning games should appeal to both parents and young kids. Guides should be as language-free as possible (mostly visual), so kids can easily understand them. Copy about early learning games should highlight how games are family friendly and prepare kids for school with the learning benefits that each game has. Here are some examples:
• Learn to properly use scissors with Ruby the Dragon!
• Help your forest friends stock up on acorns for the winter.
• Your animal friends are in a jungle jam! Help rescue them from the wrangly tangly vines.
1 PRODUCT LOGO + PHOTO
Brand/Product logo on color and product image on white
2 CTA Call to action
3 IMAGE AND COPY BLOCKS
Use images and SEO keywords to expand on product features, learning benefits, etc.
4 LIFESTYLE PHOTOS
Highlight game play here
5 SPARK MORE BUCKET
Most games fall under the “Togetherness” bucket, but some games fall under other buckets if they are mainly single player.
BUILD FINE MOTOR SKILLS:
By using the tweezers, kids are building tiny muscles in their hands and practicing a squeezing motion. This skill is essential for school and kindergarten readiness, so kids can perform day-to-day tasks like holding a pencil, using scissors, and buttoning shirts!
PLAY OVER AND OVER AGAIN: With the adjustable vines and surprise spinner, no two rounds are the same. Play over and over again, changing the vine pattern and difficulty, for a different game every time and hours of play!
LOW SETUP & EASY CLEANUP :
This game is designed to have an easy setup and cleanup, so kids can play all by themselves. With minimal parent involvement needed, there’s more playtime, and less reading instructions.
Product image
How to play
PACKAGING
All early learning games should have “how to play” on the back as the primary focus (Step 1, Step 2, Step 3), includes should be secondary focus as a value proposition (what are they getting with this game).
Set Up Box
PACKAGING COMPONENTS
MTL
GUIDE
• As language free as possible
• Stay in theme with language (view spinner games)
• With spinner games, break out the spinner options into an “if the spinner lands on” section if possible.
7+ GAMES
RANGE PROPOSITION
BRANDING
LOGOS
DIGITAL
LANDING PAGES
A+ PAGES
TOP 6
PACKAGING
RANGE PROPOSITION
Educational Insights’ 7+ Games are a category of games, including party games, family games, and brainteasers that make the most out of spending time together and family game night with multigenerational play for players ages 7–107.
LOGOS
7+ Games should have exciting logos that appeal to an older audience than our early learning games.
PACKAGING
BOX
Always feature “how to play” on the back of games packages, followed by an includes list.
PACKAGING COMPONENTS
BRAINTEASERS
RANGE PROPOSITION
BRANDING
LOGOS
COPY/TONE
DIGITAL
LANDING PAGES
A+ PAGES
TOP 6
PACKAGING
RANGE PROPOSITION
The brainteasers category includes games like Kanoodle, BrainBolt, and Upzzle. While Kanoodle and BrainBolt have their own line looks, Upzzle is a standalone game/ brainteaser. However, because they’re often grouped together in cross-selling and marketing, they should share some elements when it comes to branding.
LOGOS
BRAINTEASERS
Brainteasers tone of voice is similar to Kanoodle. It’s exciting and all about the challenge of putting your brain to the test. The goal is to skew slightly less educational and lean more towards fun for items like Upzzle. Key terms and phrases will vary based on product, but it’s good to use words like:
• Mind-bending
• Brainteasing
• Problem-solving
• Visual and spatial reasoning
• Brainteasing game
• Multigenerational play
• Ages 7–107 (varies by product)
1 PRODUCT LOGO + PHOTO
Brand/Product logo on color and product image on white
2 CTA Call to action
3 IMAGE AND COPY BLOCKS
Use images and SEO keywords to expand on product features, learning benefits, etc.
4 LIFESTYLE PHOTOS
Highlight game play here
5 SPARK MORE BUCKET
Games fall under the Togetherness bucket
STACK STRATEGICALLY:
Each player will get a mix of smaller and bigger pieces. Pro tip: stack your bigger pieces early so you don’t get stuck!
ROLL THE DIE:
The number you roll on the die determines how many pieces you get to stack that turn. If you roll the swap icon, trade one of your pieces for your opponent’s and then play that piece on the board—choose wisely!
LEVEL UP:
If you complete an entire level on your turn, you get to roll again, but the level does not need to be complete for you to keep stacking! Pieces can’t hang over gaps or off the edge of the board; leaving gaps on each level will ramp up the challenge and put your strategy skills to the test!
Product image
Text overlay
Text overlay
Text overlay
How to play
Cross sell
PACKAGING
BOX
Both Kanoodle and BrainBolt have an “intensity meter” or “difficulty level” on their packaging. Elements like this help tie the sub brands together under Educational Insights. Though Upzzle doesn’t have this, it also shares visual elements with Kanoodle, as well as has a callout on the packaging that says “From the brains behind Kanoodle”.
PACKAGING COMPONENTS
ELECTRONIC GAMES
RANGE PROPOSITION
LANDING PAGE
LOGO & COLORS
A+ PAGE & TOP 6
LOGO & COLORS
A+ PAGE & TOP 6
RANGE PROPOSITION
Educational Insights’ electronic games are skill-building, action-packed portable toys that boost confidence, and challenge players ages 4-104 who want to level up with skill-sharpening games!
BRAINBOLT ®
BrainBolt, BrainBolt Genius, and BrainBolt Boost are a sub line in our Electronic Games category. We’re highlighting it here as an example of how to treat electronic games individually or as a line of games.
PRIMARY LOGO
The BrainBolt logo is built with a modified version of the Refrigerator Deluxe typeface.
On dark background
On white
COLORS
BrainBolt uses a lot of gradients, with an emphasis on black and green; here are some approximations of colors that work well together.
CMYK 50, 50, 50, 100
RGB 000, 000, 000
HEX #000000
CMYK 66, 0, 100, 0
RGB 96, 187, 70
HEX #60BB46
CMYK 0, 65, 30, 0
RGB 243, 123, 138
HEX #F37B8A
CMYK 40, 0, 0, 0
RGB 143, 216, 248
HEX #8FD8F8
CMYK 18, 0, 54, 0
RGB 213, 228, 147
HEX #D5E493
CMYK 0, 0, 55, 0
RGB 255, 247, 143
HEX #FFF78F
1 PRODUCT LOGO + PHOTO
Brand/Product logo on color and product image on white
2 CTA Call to action
3 IMAGE AND COPY BLOCKS
Use images and SEO keywords to expand on product features, learning benefits, etc.
4 LIFESTYLE PHOTOS
Highlight game play here
5 SPARK MORE BUCKET
Most games fall under the “Togetherness” bucket, but some games fall under other buckets if they are mainly single player.
BRAIN-BOOSTING PLAY: his handheld game for kids and adults practices memory, visual discrimination, reaction skills, and more so you can keep your mental game sharp!
PERFECTLY PORTABLE: Designed specifically to be easy to hold for kids and seniors, this handheld game is portable so you can take it on the road or to grandma’s house.
AGES 5-105: Kids and grandparents can train their brains! BrainBolt Boost promotes skill development that’s vital for kids starting school and seniors staying sharp.
FOR
LANDING PAGE
The BrainBolt landing page showcases the 2 BrainBolt games with some cross sells.
1 PRODUCT LOGO AND BLOCK Christine will fill this out
2 BRAINBOLT BLOCK
Product logo and photo that links to the original BrainBolt page
3 BRAINBOLT GENIUS BLOCK
Product logo and photo that links to the BrainBolt Genius page
4
BRAINBOLT GENIUS PRODUCT PHOTO AND VIDEO
Photo of BrainBolt Genius that links to the product page and a video about the product
5 CROSS-SELL KANOODLE Cross-sell block highlighting the Kanoodle games.
Product image
Text overlay
Text overlay
Text overlay
How to play
Cross sell
PACKAGING
Here are the three packages for the BrainBolt SKUs side by side. Note how they align on the Brain Bolt line look.
PACKAGING COMPONENTS
MATH SLAM ™ & MULTIPLICATION SLAM ™
Another sub line of the Electronic Games category is the slam games. They align on design, packaging, and logo, but look completely different from BrainBolt.
PRIMARY LOGO
Modified Alternate Gothic
Railroad Gothic
Light to dark blue gradient
Offset white to transparent gradient set to soft light
of # 1e2e5d
Modified
Outer Glow
75%
COLORS
These are the primary colors for the slam games.
CMYK 100, 93, 41, 57
RGB 10, 19, 57
HEX #0A1339
CMYK 0, 0, 0, 10
RGB 230, 231, 232
HEX #E6E7E8
CMYK 65, 0, 0, 0
RGB 32, 196, 244
HEX #20C4F4
CMYK 8, 89, 98, 1
RGB 220, 66, 40
HEX #DC4228
PACKAGING
Here are the slam game packages side by side. Note their similar style. Our electronic games may look different from each other, but we align sub lines like this or BrainBolt.
PACKAGING COMPONENTS
Education Insights logo
Explosion
White and set to soft light
Numbers are Grilled Cheese
Spark More block
Product
Warning
Inventor bio
MTL warning
UPC
Legal statement
Product at angle
Copy block
Headline: Railroad Gothic 12pt
Body: Franklin Gothic 10pt
Tagline
Railroad Gothic Medium
Age & SKU
.59” tall
Logo
Pattern
20% of #b9e4ef Numbers are Grilled Cheese
Angled shape
Light grey and white gradient
Learning benefits
Railroad Gothic Medium
FCC statement
Recycle mark
Feature call-outs
Railroad Gothic Medium 10pt
Learning benefits
Headline: Railroad Gothic 12pt
Body: Franklin Gothic 10pt
18 ARTS & CRAFTS
RANGE PROPOSITION
BRANDING
PRIMARY HEADLINE STYLING FONTS
COLORS
COPY/TONE
DIGITAL
TOP 6 A+ PAGE
PACKAGING
GUIDES
RANGE PROPOSITION
Educational Insights’ crafts are unique, all-inclusive arts and crafts kits that put a kid-friendly, modern twist on viral adult activities for kids who love to express their creativity with hands-on, make-it-yourself, imaginative projects.
PRIMARY HEADLINE STYLING
An im al dress-up
Kelpo
COLORS
PRIMARY COLORS
CMYK 77, 55, 0, 0
RGB 68, 116, 186
HEX #4474BA
CMYK 48, 33, 0, 0
RGB 134, 156, 208
HEX #869CD0
SECONDARY COLORS
CMYK 0, 76, 1, 0
RGB 240, 100, 163
HEX #F064A3
CMYK 0, 73, 69, 0
RGB 242, 106, 83
HEX #F26A53
CMYK 3, 19, 92, 0
RGB 247, 202, 48V
HEX #F7CA30
CMYK 68, 1, 91, 0
RGB 86, 182, 84
HEX #56B654
CMYK 73, 3, 26, 0
RGB 0, 182, 193
HEX #00B6C1
CMYK 33, 66, 0, 0
RGB 172, 111, 174
HEX #AC6FAE
COLOR
1 ARTS & CRAFT COLOR
Used for packaging background & Title Halo
2 PRIMARY COLOR
Used for packaging background & Title Halo
3 SECONDARY COLOR
Used for Callouts
4 TERTIARY COLOR
Used for Callouts on the sides of the box
COLOR PAIRING EXAMPLES
TUFTING KIT
JUMBO GEM KIT
POM POM KIT
SHAKER STICKERATOR TM
COPY/TONE
Crafts products are a modern twist on crafting that turn viral adult activities into kid-friendly arts & crafts. We want to emphasize creativity, imagination, and independence with these products while also highlighting the unique crafting tools that set our craft sets apart. Here are some key terms:
Kid-friendly crafts
Viral crafting trends
Designed for kids
Kid-safe crafting tools
Unique & easy-to-use tools
Independent play
Creativity and imagination
AMAZON TOP 6
Product on white: Box with multiple cards Includes shows all designs
Lifestyle image with text overlay
How-To Steps
1 PRODUCT LOGO + PHOTO
Brand/product logo on color and product Image on white
2 FEATURES/BENEFIT CALLOUT
3 IMAGES WITH TEXT SEO text written in Amazon paired with three images.
4 LIFESTYLE PHOTOS
Muliple lifestyle images of the product.
6
PACKAGING
Here are some examples of arts and crafts packaging. Package type will vary by product size, contents, etc.
Pizza Box
Pizza Box
Pizza Box
19 CODING
RANGE PROPOSITION
LANDING PAGE
PYXEL ™
LOGO & COLORS
A+ PAGE & TOP 6
PHOTOGRAPHY
PACKAGING
ARTIE MAX ™ & ARTIE 3000 ™
LOGO & COLORS
A+ PAGE & TOP 6
PHOTOGRAPHY
PACKAGING
CODING RANGE PROPOSITION
Educational Insights’ innovative coding line is made up of STEAM-focused toys that combine coding with creativity and action to introduce key technological concepts, so kids have all the skills and confidence they need for success in the digital future.
LANDING PAGE
This is the PYXEL landing page. The goal of this page is to help consumers get familiar with the product and its features. These pages are crucial for products like PYXEL, which may seem confusing or daunting to the average consumer.
1 PRODUCT LOGO & HEADLINE
Use product logo on the top left, have headline on the center of the page and “Presented by Educational Insights” with the logo on the far right. Use font “Omnes” for all website, uppercase bold for all headlines.
2 DYNAMIC BLOCK OF PRODUCT
Interactive way of introducing the product, which lets the user try out some of the features.
3 DYNAMIC BLOCK OF UI
Image slide within iPad highlighting different screens from the product user interface.
LANDING PAGE (CONT)
The whole page is broken down into modules to make it easily digestible. Notice it’s PYXEL/product branded rather than EI branded.
4 HOW DOES IT WORK
Explain the product in a simple way using iconography
5 PRODUCT OVERVIEW
Video highlighting technical aspects of the product
6 CROSS-SELL CODING TOYS
Cross-sell block highlighting the latest coding toy available, in this case Artie Max
7 EI BRAND BLOCK
About Educational Insights, along with links to all social media channels, Spark More Curiosity block with copyright and legal information on the footer
PYXEL ™
A CODER’S BEST FRIEND
PYXEL™ is a hands-on, easy-to-code, interactive action filled, barking, four-legged STEM experience, that makes it fun to learn about and build confidence in coding for pet-loving 8-year-olds and up ready to take on the digital world.
PRIMARY LOGO
PYXEL logo with tagline
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
COLORS
Here are the colors we use for all things PYXEL!
CMYK 59, 71, 0, 0
RGB 119, 101, 165
HEX #7C62AA
CMYK 44, 6, 99, 0
RGB 165, 190, 82
HEX #A5BE52
CMYK 0, 0, 0, 91
RGB 62, 62, 63
HEX #3E3E3F
CMYK 0, 0, 0, 100
RGB 0, 0, 0
HEX #000000
A+ PAGE
PYXEL’s A+ page follows the standard EI template and replaces the “Includes” block with an explanatory block of the product’s function.
1 EI LOGO
This block always stays the same (excluding cross-sell A+ pages)
2 PRODUCT LOGO & PHOTO logo on the left and product shot on right
3 WHAT’S INCLUDED
Decription of how product function.
4 PHOTO
These photos and text captions show kids using the products and additional features/ benefits.
5 SPARK MORE BUCKET
Image of kid interacting with product with spark. Coding falls under the Curiosity bucket.
TOP 6
Product on white
Show kids reacting to the product
Show features of the product (sensors)
Show the user interface
Show features of the product (Code Activator)
Show kids reacting to the product
PACKAGING
While our coding line shares a common theme and purpose, the packaging for PYXEL differs from the packaging for Artie Max or Artie 3000 because it is independent from the Artie sub line.
Packaging
PACKAGING COMPONENTS
ARTIE MAX™ & ARTIE 3000™
Learning to code while creating art is a unique way to engage both the left and right parts of the brain that makes sense to kids ages 8+. Artie packs even more creative features for colorful creations kids can code.
PRIMARY LOGO
Artie 3000 logo
Artie Max logo
SIMPLE
SETUP
Start creating colorful codes in minutes with easy instructions. Artie's safe and secure Wi-Fi speaks directly to your connected device —no internet needed!
INCLUDES:
• Wi-Fi Enabled Drawing Robot
• 28-Page Booklet
• 3 Color Markers
• Micro USB Data Cord
• Sticker Sheet
COLORS
Here are the colors for both Artie products: Artie Max and Artie 3000.
CMYK 100, 70, 0, 0
RGB 0, 89, 170
HEX #0059AA
CMYK 100, 0, 0, 0
RGB 0, 174, 239
HEX #00AEEF
CMYK 97, 0, 59, 0
RGB 0, 170, 143
HEX #00AA8F
CMYK 60, 90, 0, 0
RGB 127, 63, 152
HEX #7F3F98
CMYK 0, 99, 1, 0
RGB 235, 10, 140
HEX #EB0A8C
CMYK 0, 0, 0, 100
RGB 0, 0, 0
HEX #000000
A+ PAGE
The Artie Max A+ page uses the standard format with slight tweaks to explain Artie’s functionality.
1 EI LOGO
This block always stays the same (excluding cross-sell A+ pages)
2 PRODUCT LOGO & PHOTO
Brand/Product logo on color and product image on white
3 WHAT’S INCLUDED
Combines one of the taglines and the included items
4 PHOTO
These photos and text captions show kids using the products and additional features/ benefits
5 SPARK MORE BUCKET
Coding falls under the Curiosity bucket
Product on white Text overlay
Text overlay
overlay
Text overlay How-to videos
PACKAGING
Artie Max and Artie 3000 fall under the same “Artie” sub line of the coding category; their packages align visually to communicate that to our consumer.
Artie Max Packaging
Artie 3000 Packaging
PACKAGING COMPONENTS
20 TRADEMARKS
TRADEMARKS AND REGISTERED MARKS
Trademarks (™) and registered marks (®) should appear either the first time a marked item appears on a page or in the most prominent location (a logo, heading, etc.).
Punctuation should follow the trademark or registered mark in a sentence. When possible, place the mark in the logo or header so that it doesn’t have to appear in body copy.
MARKED ITEMS
1099 Teacher Tote-All™
1125 Artie 3000™ The Coding Robot
1126 Artie Max™ The Coding Robot
1130 PYXEL™ The Coding Pet - A Coder’s Best Friend
1238 Pete the Cat® Calming Light Filters
1250 No Yell Bell®
1570
1628
1630
1631
1632
1633
1638
PaperCraft Pete the Cat® Coloring Activity Set
AlphaMagnets ® GO! Spelling
AlphaMagnets ® —Multicolored Uppercase (42 pieces)
AlphaMagnets ® —Color-Coded Uppercase (42 pieces)
AlphaMagnets ® —Multicolored Lowercase (42 pieces)
AlphaMagnets ® —Color-Coded Lowercase (42 pieces)
AlphaMagnets ® & MathMagnets ® —Multicolored (214 pieces)
1639 AlphaMagnets ® & MathMagnets ® —Color-Coded (214 pieces)
1686 MathMagnets ® — Jumbo Multicolored (42 pieces)
1709 1-2-3 Froggies™
1732 Koala Capers™
1734 Raccoon Rumpus™
1768 SpinZone ® Magnetic Whiteboard Spinners (3 units)
1876 Playfoam ® Class Pack (16 Super-sized pieces in 8 colors)
1900 Playfoam ® Classic 4-Pack
1906 Playfoam ® Combo 8-Pack
1907 Playfoam ® Party Pack (20 pods)
1908 Playfoam ® Glow in the Dark 4-Pack
1909 Playfoam ® Glow in the Dark 8-Pack
1910 Playfoam ® Sparkle 4-Pack
1914 Playfoam ® Shape & Learn Counting Cards
1915 Playfoam® Shape & Learn Letter Sounds
1917 Playfoam® Shape & Learn Alphabet Set
1918 Playfoam® Shape & Learn Numbers Set
1927 Playfoam® GO! Squishy Sandcastle
1930 Playfoam® GO!
1936 Sculptapalooza™ (English and Spanish)
1937 Playfoam® the Game
1940 Playfoam Pluffe™ 9 piece Counter Display
1941-A Playfoam Pluffle™ Red & Blue 2-Pack
1941-B Playfoam Pluffle™ Pink & Green 2-Pack
1942-A Playfoam Pluffle™ Purple, Green, Pink & Yellow 4-Pack
1942-B Playfoam Pluffle™ Black, Red, Blue & Orange 4-Pack
1943 Playfoam Pluffle™ Twist Glow in the Dark 2-Pack (Pink/Green)
1944 Playfoam Pluffle™ Twist Black & White 2-Pack
1945 Playfoam Pluffle™ Sensory Station
1946 Playfoam Pluffle™ Hide & Seek Sensory Set
1952 Playfoam® Pals™ S8 Unicorn Magic 10 piece Display
1953 Playfoam® Pals™ S8 Unicorn Magic 2-Pack
1955 Playfoam® Pals™ S7 Space Squad 8 piece Display
1956 Playfoam® Pals™ S7 Space Squad 2-Pack
1994 Playfoam® Shape & Learn Fine Motor Fun
MARKED ITEMS
2038
® Cupcake Café 2039 Playfoam® Pizza Parlor 2040 Color by Playfoam® Dragon 2041 Color by Playfoam® Unicorn
Playfoam® Mega Rainbow Pack
Playfoam® Putty 4-Pack 2230 Playfoam® Sand 8-Pack 2231 Playfoam® Sand Ice Cream Sundae Set 2232
2372 Hot Dots
Jr. Let’s Master Pre-K Math with Ace Pen
Hot Dots
Jr. Let’s Master Kindergarten Math with Ace Pen 2374 Hot Dots® Let’s Master Grade 1 Math Set with Hot Dots Pen
2375 Hot Dots® Let’s Master Grade 2 Math Set with Hot Dots Pen
2384 Hot Dots® Jr. Interactive Storybook Set with Ace Pen
2390 Hot Dots® Jr. Let’s Master Pre-K Reading Set with Ace Pen
2391 Hot Dots® Jr. Let’s Master Kindergarten Reading Set with Ace Pen
® Shimmer 2250 Playfoam® Build-A-Snowman Set of 10
Playfoam® Build-A-Snowman 10-Piece Counter Display 2270 Playfoam® Naturals 4-Pack
Playfoam® Naturals Shape & Learn Letters & Numbers 2272 Playfoam® Naturals Hide & Seek Sensory Set
2325 Hot Dots® Jr. Princess Fairy Tales Interactive Storybook Set
2392 Hot Dots® Let’s Master Grade 1 Reading Set with Hot Dots Pen
2393 Hot Dots® Let’s Master Grade 2 Reading Set with Hot Dots Pen
2394 Hot Dots® Let’s Master Grade 3 Reading Set with Hot Dots Pen
2395 Hot Dots® Jr. Let’s Learn the Alphabet Interactive Book & Pen Set
2438 Hot Dots® Light-Up Interactive Pen 6-Pack
2439 Hot Dots® Light-Up Interactive Pen
2440 Hot Dots® Jr. Let’s Learn Pre-K Math!
2441 Hot Dots® Jr. Let’s Learn Kindergarten Math!
2442 Hot Dots® Preschool Essentials Reading & Math Workbook
2443 Hot Dots® Kindergarten Essentials Reading & Math Workbook
2444 Hot Dots® First Grade Essentials Reading & Math Workbook
2445 Hot Dots® Jr. Let’s Learn Pre-K Reading!
2446
Hot Dots® Jr. Let’s Learn Kindergarten Reading!
2447 Hot Dots® Let’s Learn Reading- 1st Grade
2448 Hot Dots® Let’s Learn Math- 1st Grade
2451 Hot Dots® Jr. Pete the Cat® I Love Preschool! Set with Pete Pen
2452 Hot Dots® Jr. Pete the Cat® Preschool Rocks! Set with Pete Pen
2453 Hot Dots® Jr. Pete the Cat® I Love Kindergarten! Set with Pete Pen
2454 Hot Dots® Jr. Pete the Cat® Kindergarten Rocks! Set with Pete Pen
MARKED ITEMS
2540
Teacup Pile-Up!™ Relay Game
Fraction Formula™ Game
The Sneaky, Snacky Squirrel Game!®
Shelby’s Snack Shack Game
The Sneaky, Snacky, Squirrel Game!® 10th Birthday Edition
Pete the Cat® I Love My White Shoes Game
Playfoam® Shape & Learn Pete the Cat® Groovin’ Alphabet
Frankie’s Food Truck Fiasco Game!™
Sophie’s Seashell Scramble™ Game
Pete the Cat® I Love My Buttons Game
Dice of Fury™
& Drill® Shapes Workshop
& Drill® Patterns & Shapes
& Drill® Activity Center
& Drill® ABC’s & 123’s
& Drill® See-Through Creative Workshop
Design & Drill® Take-Along Toolkit
5087 GeoSafari® Jr. My First Science Kit
5088 GeoSafari® Jr. Ladybug GardenTM
5091 GeoSafari® Jr. Bugnoculars
5092 GeoSafari® Jr. Critter Habitat
5095 Now You See It, Now You Don’t™ See-Through Compost Container
5101 Sprout & Grow™ Window
5111 GeoSafari® Jr. Bug Viewer
5112 GeoSafari® Jr. My First Microscope
5112-P GeoSafari® Jr. My First Microscope Pink
5115 GeoSafari® Jr. Underwater Explorer Boat
5117 GeoSafari® Jr. Kidscope™
5129 GeoSafari® Jr. My First Telescope
5129-P GeoSafari® Jr. My First Telescope - Pink
5130 GeoSafari® Jr. Walkie Talkies
5131 GeoSafari® Jr. My First Telescope (redesign)
5131-P GeoSafari® Jr. My First Telescope (redesign) - Pink
5133 GeoSafari® Jr. Walkie Talkies
5141 GeoSafari® Jr. Mighty Magnifier™
5144 GeoSafari® Day ‘N’ Night Ant Factory
5147 GeoSafari® Ant Factory™
5180 GeoSafari® Jr. Dino Discovery Dig T-Rex
MARKED ITEMS
5181 GeoSafari® Jr. Dino Discovery Dig Triceratops
5202 GeoSafari® SeaScope®
5217 GeoSafari® Jr. Sneak & Peek Periscope™
5248 GeoSafari® Vega 600 Refractor Telescope
5260 GeoSafari® Jr. Kidnoculars®
5260-P GeoSafari® Jr. Kidnoculars® Pink
5261 GeoSafari® Jr. Kidnoculars® Extreme™
5272 GeoSafari® Pocket Scope
5273 GeoSafari® Telescope & Microscope Set
5274 GeoSafari® Compass Binoculars
5287 GeoSafari® Motorized Solar System
5301 GeoSafari® MicroPro™ 95-Piece Microscope Set
5303 GeoSafari® Stereoscope
5304 GeoSafari® Vega 360 Refractor Telescope
5305 GeoSafari® Omega Refractor Telescope
5306 GeoSafari® Omega Reflector Telescope
5340 GeoSafari® Fossil Excavation Kit 5350 Nancy B’s Science Club® Microscope
5351 Nancy B’s Science Club® MoonScope™ 5352 Nancy B’s Science Club® AquaScope™
5353 Nancy B’s Science Club® Binoculars
5355 Nancy B’s Science Club® Black Light Illuminator
5356 Nancy B’s Science Club® Stir-It-Up Chemistry Lab
5359 Nancy B’s Science Club® Compost Kit
5360 Nancy B’s Science Club® Bug Discovery Lab
5361 Nancy B’s Science Club® Hydroponics Kit
Nancy B’s Science Club® Microbes Lab 5363 Nancy B’s Science Club® Reflections Kaleidoscope
GeoSafari® Rockin’ Reactions™ Chemistry Set
Eggspert® Extra Student Buttons (Set of 6)
Math Slam™ (revamp)
Multiplication Slam™ (revamp)
BrainBolt® Genius
Math Slam™
Multiplication Slam™
GeoSafari® Jr. Talking Microscope™
GeoSafari® Jr. Talking Microscope™ (Asia)
GeoSafari® Jr. Talking Space Explorer (Talking Tele redesign)
GeoSafari® Jr. Talking Wildlife Camera™
GeoSafari® Jr. Talking Globe™
GeoSafari® Talking Globe™
Math Whiz™ (revamp)
MARKED ITEMS
9629 Hot Dots® Beginning Phonics
9680 Playfoam® Special Edition 4-Pack
9722 Playfoam® Jumbo Individual Peggable Pod Sparkle Assortment of 12
9723 Playfoam® Jumbo Individual Peggable Pod GID Assortment of 12
9724
9725
Playfoam® Jumbo Individual Peggable Pod, Classic Assortment of 12
Playfoam® Jumbo Individual Peggable Pod, Assortment of 12 (6 GID & 6 Classic)
9728 Playfoam® Special Edition Unicorn Mane Assortment of 12 POP
9729 Playfoam® Jumbo Individual Peggable Pod Unicorn Mane Special Edition Assortment of 12
9730 Playfoam® Mermaid Magic Set of 12
21 BRAND ENGAGEMENT
SOCIAL ENGAGEMENT
TIKTOK
INSTAGRAM & FACEBOOK
PARTNERSHIPS
AWARDS & PRESS
2022 HIGHLIGHTS
TV RESULTS
TOP AWARDS
SOCIAL ENGAGEMENT
The goals of bringing our brand to social media are brand awareness, engage with our followers and consumers, and increase sale conversion. To help make our brand more recognizable across social media platforms, we must make sure that all our assets and posts feel and look like us!
*See the Social Asset section under the EI Digital section for guidelines on creating social assets.
SOCIAL ENGAGEMENT
TIKTOK
TikTok is one of our main social channels for engagement. We have three separate accounts; here’s a quick overview of each one:
@educationalinsights
This is our main account for the brand. Any general EI content can go here, as well as reposted content from our other accounts. Our EI account voice should be similar to IG/FB: friendly, approachable, quirky, witty, etc. We want to engage our Passion Igniter audience and showcase our products.
TIKTOK
@kanoodleofficial
This account is for Kanoodle! We post puzzles, challenges, and gameplay on this account. Our voice here may be different from our other accounts, since the Kanoodle audience is typically different from the general EI, Passion Igniter audience. We want to remain true to EI, but can lean into a more casual, game-centric audience.
@playfoamofficial
This account is for all things Playfoam! Sensory content, ASMR, and Playfoam Spark More Play videos can all be posted on this page. The voice for this account is similar to the EI account; we want to engage our audience and be a resource for ideas.
TIKTOK
Content Guidelines
With TikTok, it is incredibly important to grab our audience right away; the viewer will keep scrolling if they’re not intrigued in the first three to five seconds. That means exciting openings, flashing graphics, attention grabbers, etc.
Copy Guidelines
Copy on TikToks should be limited. Text overlays are useful for extra context, like describing the Kanoodle challenge we’re taking on in the video or to highlight the benefits of the game we’re playing, but keeping these to a minimum is important. For captions, we aim for extremely short (one to five words), followed by hashtags. Emojis also work with TikTok captions!
SOCIAL ENGAGEMENT
INSTAGRAM & FACEBOOK
Instagram is one of our main channels of social engagement. Our posts on Instagram and Facebook are relatively similar.
INSTAGRAM & FACEBOOK
Content Guidelines
On these platforms, we want our content to look like UGC (User Generated Content). This means that we want our content to look organic, approachable, and friendly, like how our Passion Igniter audience might post on these platforms. Our content (assets and copy/ captions) should be inspirational and resourceful, sparking more creativity and learning for our Passion Igniters.
Copy Guidelines
For Instagram and Facebook, emojis rule! One-liners, followed by a slightly longer description and a CTA, is the formula for success. Copy should be fun, witty, and friendly, and focus on the learning benefits of the product or ideas of how to use it rather than a hard-sell approach.
The CTA (call to action) should point to shop, click, or learn more about the product. For Instagram, the CTA should direct readers to the link in our IG bio. For Facebook, we can use “click here” since links are available in captions.
SOCIAL ENGAGEMENT
Pinterest is a huge resource for our Passion Igniter. On Pinterest, we feature content like Spark More Play activities, videos, blogs, or any other inspirational content. Copy is limited, with clear imagery that shows the activity right away to catch the eye of our scrolling audience.
SOCIAL ENGAGEMENT
Our Twitter account typically gets lower engagement. It has a shorter character limit (280 characters) and we only post still images. We keep things concise, witty, and snappy. We also take funny tweets and turn them into graphics to reshare on other social platforms.
SOCIAL ENGAGEMENT
Different from other social channels, LinkedIn is to share accomplishments, notable press releases, award mentions, and our employees’ professional accomplishments. We want to maintain our quirky EI voice while being concise and limiting emojis. We also do not want to come across as bragging or arrogant.
PARTNERSHIPS
We partner with social media influencers and personalities to help grow our brand, reach new audiences, and relate to our Passion Igniters! We want to ensure that whoever we partner with, we are still staying true to our brand.
Content Creator vs Partnership with Influencer
We frequently work with content creators and partner with influencers to help us showcase our products on social channels (mainly IG or TikTok). The difference between content creators and influencer partnerships are outlined below:
FOLLOWING
Content creators may have smaller followings, whereas influencer partners already have a decent following of a niche group that we’re trying to tap into.
NICHE AUDIENCE
Partnerships change based on what product we’re supporting and what niche audience that influencer has. For example, we partnered with Miss Arlene (@silentmath) for Kanoodle content, but we wouldn’t partner with her for Playfoam promotion.
COST
Content creators are typically cheaper and more plentiful. We may work with several content creators at once during a marketing campaign, but only one or two partners.
PARTNERSHIPS
When finding a partner, we want to look for someone with a successful following of a niche audience we want to reach. This usually falls within the Passion Igniter realm, but for something like Kanoodle we want to find an audience outside of our normal demographic. However, even when we’re marketing outside of our typical audience, we want to remain true to our EI brand. We would never partner with someone who could reflect negatively on our brand.
@SILENTMATH
Miss Monica’s online preschool grew to fame during COVID providing kids at home educational entertainment to keep them learning where ever they are. This was the perfect alignment with our mission of making learning accessible to all and making it FUN.
Miss Arlene is a teacher turned TikToker who has championed girls in STEM and started using Kanoodle with her students as simple brain breaks. After seeing how much the kids loved Kanoodle, she started playing too and hasnt stopped since. Now with over 1 Million fans on TikTok, Miss Arlene has become our “Kanoodle Queen.”
@THESPACEGAL
We partnered with Emily Calandrelli to voice the Talking Space Explorer because of her kid-friendly STEAM brand. Emily is also a champion for women in STEM and is the host of her own Netflix show “Emily’s Wonderlab” where she helps kids explore the wonderful world of science.
@MONICAJSUTTON
AWARDS & PRESS
The payoff of a successful brand...getting recognized!
Educational Insights has made a media splash across television, social media, digital news, and printed press. From background television appearances to front page features, we are FAMOUS!
2022 HIGHLIGHTS
Sometimes, our products are the star of the show:
TV RESULTS
We’ve even scored a supporting role on major TV shows and networks:
SNL SKIT
GeoSafari® Motorized Solar System
TOP AWARDS
GEOSAFARI ® JR. TALKING MICROSCOPE ™
REEL BIG CATCH GAME
KANOODLE ® ULTIMATE CHAMPION
BRAINBOLT ® GENIUS
MY FEELINGS BEAN BAGS
DESIGN & DRILL ® BOLT BUDDIES ™ FIRE TRUCK
CONCLUSION
Though we’ve been igniting the spark in kids for 60 years, we’re just getting started. Moving forward, our goal is to continue creating meaningful moments in play and innovating ways to be more sustainable and responsible. We’ll keep your child’s future in mind as we create more ways to learn through play.
Thanks for reading! I hope I can be a useful resource as you help bring our brand to life.
