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01 VISUAL S T R AT E G Y GUIDE
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OV E R V I E W
nature of identity
The Ideal vision grew from the minds of our founders. The vision—a better world through the language of play. Since we want to revive this vision, we need to present a consistent and recognizable identity to our audience.
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This journey begins with us identifying a strong strategy for our rebranding objective, which would require us to examine our history, vision, audience, competitors and our possible future. The goal of this phase is to identify what it would take to make Ideal relevant and sustainable today and for future generations.
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Our Background Origin Corporate History Product History Timeline
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Our Strategy Mission Statement Re-branding Objective The Keywords
table of contents /
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Our Rebirth Personas Competitors Past & Future
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Sources Images
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Our Background Origin Corporate History Product History
fig.01
in the US
1930s doll factory
Timeline
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fig. 02
Ideal re-branding process
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Teddy Roosevelt’s Bear cartoon by Clifford Berryman. From The Washington Post,
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November 16, 1902.
President’s empathy towards the bear became immortalized in a cartoon published in The Washington Post. 08
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OUR ORIGIN
our background from a small novelty store to one of america’s top toy selling
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companies .
Our story begins with President
in a cartoon published in The
hunting expedition in Missis-
Washington Post.
sippi in 1902. Hunting was something he was famous for, but on this outing, luck was not on his side. He caught nary a thing – but not wanting the President to leave empty handed, his attendants had caught and clubbed a baby black bear for him, and tied it to a tree. President Roosevelt wanted none of this, however, and refused to shoot the bear, claiming it was unsportsmanlike. He did still order it to be shot though, so as to put the wounded bear out of its misery. Word of this got out, and the President’s empathy toward the
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bear became immortalized
Theodore ‘Teddy’ Roosevelt
A candy store owner from Brooklyn, by the name of Morris Michtom, was inspired by this cartoon. He, with the help of his wife, Rose, designed a new stuffed toy and even sought the President’s approval for its name. They called it, Teddy’s Bear. Teddy’s Bear took America by storm, and Morris went on to found the Ideal Novelty and Toy Company in 1907. Teddy’s Bear eventually became a general term for what we know today, as a teddy bear.
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fig. 03
Teddy Bear manufacturing unit (next spread)
Ideal Toy Company got its start with the iconic Teddy Bear. 11
ACADEMY OF ART UNIVERSITY
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C O R P O R AT E H I S TO RY
our background
1907–1997 ide al toy company was an american toy company. this section covers the corporate journey of ide al and the significant facts that were responsible in shaping
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the company.
The Company was founded in
The company had its heyday in
New York in 1907 by Morris and
the 1960s and 1970s, producing
Rose Michtom as the Ideal
many popular toys and board
Novelty and Toy Company.
games, such as the notable line
It changed its name to Ideal
of Evil Knievel action figures
Toy Company in 1938.
and toys.
In 1902, before the company
Key Ideal employees during the
was founded, the Michtom
1950s, ‘60s, and ‘70s were
produced and sold the first
Lionel A. Weintraub and Joseph
Teddy Bears, whose success led
C. Winkler. Weintraub, the
to the founding of the company. During the World War II, the company’s value rose from $2 million to $11 million, Ideal became the largest doll-making company in the United States. The company’s dolls were so popular during the post–World
son-in-law of Abraham Katz, joined the company in 1941 and rose to become president, chairman of the board, and chief executive officer. Winkler joined Ideal in 1956, rising to vice president by 1971. In 1951, Ideal partnered with
War II baby boom era, they
competitors the American
began selling dolls under
Character Doll Company and
license in Canada, Australia,
the Alexander Doll Company
the United Kingdom,
to establish the United
and Brazil.
States-Israeli Toy and Plastic Corporation, designed to produce material for toys in
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fig. 04 fig. 05 & 06
Morris Michtom (1866–1938) A pair of massive, many-windowed warehouse buildings at 184th and 185th Streets, the Ideal (Toy Company) and Rodless Buildings.
Israel and the U.S. Ideal CEO
In 1982, the company was sold
Abraham Katz was named
to CBS Toy Company, which in
president of the tnew company.
turn sold Ideal to Viewmaster International and renamed
In 1968, the American
itself View-Master Ideal in the
Character Doll Company filed
process in 1987. View-Master
for bankruptcy, and Ideal
Ideal was later bought by
acquired the defunct company’s dyes, patents, and trademarks, as well as specific products like the “Tressy” Gro-Hair doll. In late 1971, Ideal joined the
Tyco Toys, Inc. of Mt. Laurel, unable to strike a deal with the Lindsay administration. Consequently, the company opened a new facility in Newark,
New York Stock Exchange;
New Jersey, in the early 1970s,
valued at $71 million, it was
while continuing to operate its
one of the U.S.’s top three
factory in Hollis.
toy companies. By 1970, Ideal had outgrown
Ideal had earnings of $3.7
The Ideal line remained part of Tyco until Tyco’s merger with Mattel, Inc., in 1997. Then in 2003, poof Products, Inc. acquired substantially all of the assets of Ideal Toy, located in Ronkonkoma, NY.
million in fiscal year 1979-1980,
it’s manufacturing complex
but lost $15.5 million in fiscal
in Hollis, Queens. The company
year 1980-1981. (Sales both
wanted to build a new plant in
years averaged c. $150 million.)
College Point, Queens (later the
Trying to maximize profits on
site of Shea Stadium), but was
New Jersey.
the Rubik’s Cube craze, in May 1981 Ideal filed civil suits against dozens of distributors and retailers selling knockoff cubes.
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P R O D U C T H I S TO RY
our background from the iconic teddy bear , to the other iconic rubik ’s cube ideal
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covered it all .
Ideal began making dolls in
1914 named the Uneeda Kid,
Two cosmetics-based doll series
1907 to complement its line of
after a biscuit company. One of
were launched after World War II: Toni was introduced at the
teddy bears. Their first doll was
Ideal’s most lasting products
“Yellow Kid” from Richard
was Betsy Wetsy, introduced in
end of the 1940s, followed
Felton Outcault’s comic strip of
1934 and in production for more
by the 1950s dominating Miss
the same name. After that Ideal
than 50 years. The doll was
Revlon series.
began making a line of baby
named after the daughter of
and character dolls such as
Abraham Katz, the head of the
Naughty Marietta (from the
company. Ideal, via the Betsy
Victor Herbert operetta), and
Wetsy doll, was also one of the
Admiral Dot. Ideal advertised
first doll manufacturers to
their dolls as “unbreakable,”
produce an African American
since they were made of
version of a popular doll. In
composition, a material made
2003, the Toy Industry
of sawdust and glue. Ideal
Association named Betsy Wetsy
produced over 200 variations
to its Century of Toys List, a
of dolls throughout the
compilation commemorating the
composition era.
100 most memorable and most
Understanding branding well, Ideal had a boy doll launched in
creative toys of the 20th century. Debuting in 1934, the Shirley Temple doll was their best-selling doll. Ideal follow up with licensed Disney dolls and a Judy Garland doll.
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Ideal had a hobby division in the 1950s, but shifted from that to games in 1962. By the early 1970s, 30% of the company’s sales were games such as Mouse Trap and Hands Down.
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fig. 07–13
First Teddy Bear that Ideal mass produced Print advertisements by Ideal for its toys and dolls Rubik’s Cube by Ideal Mouse Trap board game by Ideal
Doll designer Judith Albert worked for Ideal Toy Company from 1960–1982. Master sculptor Vincent J. De Filippo spent 27 years creating dolls for Ideal from 1963–1980. Some of the company’s most popular dolls during this period were Tammy (1962–1966), Flatsy dolls (1969–1973), Crissy (1969–1974), and Tressy (1970–1972). Popular Ideal toys in the 1970s included a full line of Evel Knievel toys, Snoopy toys, and the Tuesday Taylor and Wake-up Thumbelina dolls. For a short time, the company had a huge seller with the Magic Cube, which it imported zzfrom Hungary in 1980 and renamed Rubik’s Cube.
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fig. 14
African American version of Betsy Wetsy doll by Ideal
Ideal, was one of the first doll manufacturers to produce an African American version of a popular doll.
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fig. 15
Shirley Temple doll by Ideal Toy Company
fig. 16
Picture of Shirley Temple, an American actress, singer, danger. Started her film career in 1932 at age 3.
Shirley Temple Black was America’s darling of the Depression years, when in 23 motion pictures her sparkling personality and sunny optimism lifted spirits and made her famous. From 1935 to 1939 she was the most popular movie
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star in America.
In 1934, Shirley Temple doll was Ideal’s best selling doll. 20
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NOVELTIES AND TOYS MANUFACTURED BY IDEAL
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Toys and games Alexander’s Star
Gunfight at OK Corral Playset
R-r-r-raw Power
Alligator Game
Hands Down
Rack ‘N’ Roll Bowling
Astrobase
Hang on Harvey
Rebound
Batman Playset
Hoopla
Ricochet Rabbit & Droop-a-Long
Battle Action Tank Trap
Howdy Doody doll
Robert the Robot
Battlefield Blast
Impact
Robo Force
Battling Spaceships
ITC Models
Robot Commando
Battling Tops
The Game of Jaws
Rocks & Bugs & Things
Beat The “8” Ball
Jay J. Armes action figure.
Rubik’s Cube
Bing Bang Boing
Justice League of America Playset
Ryan Oakes Magic Show
Boaterific
KerPlunk
Scare Cycles
Bongo Kongo
Kindles
Shaker Maker
Bop the Beetle
King Kong
Sky Battle
Be a King or Queen outfit
Lamb Chop puppet
Smokey the Bear Ranger
Buck-a-roo!
Magic 8-ball
Snap Bowling
Checkpoint: Danger!
Magic Shot
Stretchie dolls
Careful
Magilla Gorilla
Super City (toy)
Clancy the Great
Maniac
Sure Shot Baseball
Comic Heroines (AK A Superqueen)
Manglor
Swack!
Composa-Tune
Marblehead
Tank Command
Cover-up
Mark Three
Teddy Bear
Criss-Cross
Mighty Mo
ThunderStreak (hydro wing rubber-
Crossfire
Missing Link
band powered toy) 1967
Deduction
Model cars
Tiger Island
Dr. Evil
Monkey Stix
Tin Can Alley
Don’t Tip The Waiter
Motorific
Tiny Mighty Mo
Don’t Upset Me
Mr. Machine
Tornado Bowl
Dukes of Hazzard Racing Set
My Dog Has Fleas
Toss Across
Electroman
Odd Ogg
TCR: Total Control Racing
Electronic Detective
Oh, Nuts!
Triple Up
Escape from Skull Canyon
Pac-Man Panic
Up Against Time
Evel Knievel toys
Pay-Off
Upset
Fiddlestix
Payoff Machine
U.S. Marine Air-Sea Rescue Floating
Flintstones toys
Peter Potamus
Mechanical Seaplane
Frontier Logs
Poppin Hoppies
U.S. Royal Giant Tire Mechanical
Game of the Generals
Powermite Mini Tools
Toy - from the New York World’s
Gaylord the Walking Bassett Hound
Phantom Rayder Ship 1964
Fair 1964 Video Varmints
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fig. 17
Astro Base toy by Ideal Toy Company
fig. 18
Board Games
Dolls
Doll by Ideal Toy Company
The $128,000 Question
Baby Baby
doll
All-Pro Basketball National Basket-
Baby Dreams — the doll with “velvet
Deanna Durbin
furniture
ball Association Game
skin”
Dick Tracy — including Bonnie
Sara Ann
All-Pro Football National Football
Baby Tickle Tickle
Braids and Sparkle Plenty
Saucy Walker
League Game
Betsy Wetsy
Flatsy dolls — f lat vinyl dolls in two
Shirley Temple
All-Pro Hockey National Hockey
Dorothy Hamill
sizes: tall “model” dolls and smaller
Snookie dolls (Pete & Repete)
League Game
Evel Knievel toys
childlike dolls; many had blue, pink
Snuggles dolls
Bible Trivia
Jody An Old Fashioned Girl (1979)
and other bright hair colors; came in
Tammy
Blast (The Game of Blast)
Joey Stivic
picture frame packaging
The Wonderful Wizard of Oz (1986)
Cloak and Dagger
KaMy Bottle Baby
Flexy — composition head and hands,
Thirsty Baby doll (1960s)
Crazy Clock
Karen & her magic carriage
wooden body and feet, and posable
Thumbelina
The Diners’ Club Credit Card Game
Lazy Dazy (1970s)
tubular wire mesh arms and legs
Toni — hard plastic doll, advertising
Double Exposure
Magic Hair Crissy
Flossie Flirt — composition (1920s
tie-in with Toni Home Permanent
Fish Bait
Movin Groovin Cricket/Tressy
and 1930s)
Tressy — one of the Gro-Hair dolls
The Fugitive
Patti Playpal
Hugee Girl baby dolls (1950s)
Uneeda Kid — early composition
Get Smart
Rub-a-Dub Doggie
Harmony
doll, advertising tie-in with Uneeda
The Great Escape
Rub-a-Dub Dolly
Jane Withers
Biscuit Co.
The Hollywood Squares
Sara Stimson/Shirley Temple
Jelly Belly
I Vant to Bite Your Finger
Spinderella Flatsy dolls
Judy Garland — part of publicity for
King Zor
Tearie Betsy Wetsy
original theatrical release of The
Let’s Make A Deal
Tiffany Taylor
Wizard of Oz (1939/1940)
Mouse Trap
Tiny Tears (after 1968 when Ameri-
Kissy doll
Old Maid
can Character Doll Company went
Little Lost Baby — three faces: hap-
Rain Rain Go Away
out of business)
py, sad, sleeping, also with sounds;
Rattle Me Bones
Tippy Tumbles
“I’m Little Lost Baby. You can make
Salvo
Tuesday Taylor and Taylor Jones
me happy!” (1968)
The Sinking of The Titanic
Upsy Dazy
Little Miss Revlon — 10” vinyl
Solid Gold Music Trivia
Wake up Thumbelina
glamour doll, advertising tie-in with
Ten Commandments
Zem 21 & Knight of Darkness
Revlon cosmetics
Tic-Tac-Dough
Bibsy — 23” baby doll (1960s and
Lolly doll
Tip-It
1970s)
Magic Lips
The Winning Ticket
Bye Bye Baby (1960s)
Mama doll
Captain Action
Petite Princess Fantasy — dollhouse
Cream Puff Baby (1950s)
furniture
Crissy — fashion doll with growing
Playpal dolls: Patti, Penny, Suzi,
hair feature
Bonnie, Johnny, Peter, Daddy’s Girl
Crown Princess— 10” vinyl glamour
Playtex Dryper Baby
Princess Patti Fantasy — dollhouse
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OUR TIMELINE
our background
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1902–2017 Ideal Novelty and Toy Company founded in NY by the Michtoms Ideal began making dolls in 1907 to complement its line of teddy bears.
Renamed as Ideal Toy Company
1907 1900
10s
19 02 Teddy Roosevelt’s Bear cartoon by Clifford Berryman. From The Washington Post, November 16, 1902. Morris and Rose Michtom produced Teddy Bears
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1938 20s
40s
30s
50s
1934
1951
Ideal introduced Betsy Wetsy
Ideal partnered with American Character Doll Company and the Alexander Doll Company to establish the United States-Israeli Toy and Plastic Corporation
first version of African American doll made via Betsy Wetsy by Ideal
60s
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where we have been through the years . the timeline shown below maps our past milestones and future projections .
Ideal acquired the defunct company’s (American Character Doll Company) dyes, patents, and trademarks
Ideal sold to Viewmaster International and renamed as View-Master Ideal
Ideal Toy assets sold to Poof Products
Expand Ideal as a global brand
1968
1987
2003
2020
70s
80s
90s
2000
2010s
1982
1989
2017
Sold to CBS Toy Company
Sold to Tyco Toys Company
Re-branding of Ideal’s new vision of fostering empathy in youth.
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the ability to understand what
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someone is feeling .
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Empathy is the ability to grasp the many sides of today’s complex problems and the capacity to collaborate with others to solve them; it means being as good at listening to the ideas of others as articulating your own; it means being able to lead a team one day, and participate as a team member the next.
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Our Strategy Mission Statement Re-branding Objective
fig. 19
representing diversity
A series of various hands
The Keywords
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M I S S I O N S TAT E M E N T
our strategy we must ensure that every youth grows up fully developing his or her innate
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capacity for empathy.
A better world through the language of play.
listening with the ear of another,
seeing with the eyes of another,
feeling with the heart of another.
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fig. 20
RE-BRANDING OBJECTIVE
“I believe empathy is the most essential quality of civilization.” —Roger Ebert, American film critic and historian, journalist, screenwriter, and author
negotiating, or anticipating the
because change making is
uncertain. Indeed, how well
essentially empathy in action.
we do–whether in the classroom
Based on the original focus of
or the boardroom–depends more
Ideal on children and society,
than ever on how well we forge
the focus will expand to foster
and navigate relationships.
empathy in young boys
In this way, empathy is the new
and girls and not just early
literacy: essential for us
childhood.
to communicate, collaborate, and lead.
Ideal wants to create a world in which every child masters
Empathy also gives us the will
empathy. Ideal seeks to catalyze
and the tools to be effective
a shift in mind-set across
change makers for the good.
society, helping parents, and
This is such a different world
It motivates us to imagine and
others understand more clearly
from generations past. Change
then build something better
what success looks like in
is constant. Problems are
together. It also ensures we
today’s rapidly changing world,
global. Information is at our
build well: informed by a deep
and why it’s essential that
fingertips. In the era of
understanding and respect for
children grow up mastering
Wikipedia, does it really matter
others, working collaboratively
empathy and other skills that
how much you can memorize?
across disciplinary boundaries,
will enable them to be effective
What’s more important is that
and creatively addressing
change makers throughout
you can take the perspective
problems at their root. If we
their adult lives.
of others–whether you’re
want a society of change
designing a new technology, or
kids collaborating in class-room (next spread)
makers, where problems no longer outrun solutions, then we have to prioritize empathy
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THE KEY WORDS
our strategy in keeping with our re - branding objectives ideal has set a couple of concepts central to our future expansion . when considering where to go from here we will constantly keep these keys
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words in mind .
play
inclusion
collaborate
The language of play has always
We believe all kids are created
Ideal has always believed in the
been central to Ideal’s goal.
equal. Inclusive play
importance of collaboration.
The new Ideal wants to encour-
allows children of all abilities
In the past it has collaborated
age a healthy play environment
to grow together.
with designers, other toy com-
for young boys and girls that prepares them to be more aware about others and themselves.
ter, friends and fun where all children and their families can
panies to further their vision. New Ideal wants to expand this collaborative culture into its future vision.
Research shows, play allows
play together regardless
young people to use their cre-
of their abilities. Our team
ativity while developing their
can help you create an inclusive
one” has been around for over
imagination, dexterity,
play experience that best fits
four centuries for a reason.
and physical, cognitive, and
the unique needs of those in
More effective problem solving
emotional strength. It improves
your community.
happens when you combine
“Two heads are better than
social skills as well, by helping
resources in talent, experience,
them to “learn how to work
finances and infrastructure.
in groups, to share, to negotiate, to resolve conf licts, and to learn self-advocacy skills.”
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Play areas are a place for laugh-
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— Franklin D. Roosevelt
We cannot always build the future for our youth but we can build our youth for the future. 35
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Our Rebirth Personas Competitors
kids playing together in a fig. 21
playground
Past & Future
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PERSONAS
our rebirth with the new vision it is impor tant to establish types of individual who will form our audience . we used a technique that employs fictitious users to guide decision making regarding features , interac tions , and aesthetics . personas involve the creation of profiles for a small number of archetypal users , each profile representing a composite of a subpopulation of users . using personas in the S P R I N G 2 0 17
design process helps us to define and prioritize requirements .
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Are empathic people more likely to collaborate? Or are collaborators more likely to empathize?
Empathy and collaboration are fellow travelers. 39
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Age and gender / 45, Male Occupation / Principal hardware engineer Home life / Lives with his son and one dog in the city condo. Education / PhD
New York /
OREN NEWTON The single dad
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Activities & Lifestyle / Plays tennis to stay heathy and fit every weekend. He meditates every morning to keep himself calm. Spends time doing hands on activities with son because he believes this builds empathy in children. Volunteers as a mentor in his son’s school lab to stay involved in his growth. He is a teetotaler and enjoys sipping his morning cup of Darjeeling tea because loves embracing other cultures. He takes his kid to his grandparents so that they establish a healthy bond.
“I want to provide every resource needed to help my kid grow into a successful and happy adult.”
He prefers taking his son to a park than a toy store so that he develop a habit of playing outdoors. Ultimate goal / To raise his son as a mature compassionate individual.
— Oren Newton
fig. 22
father tying shoe laces
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Age and gender / 12, Male Occupation / grade 6th Home life / Lives in the suburb with his sibling and parents Education / Middle school
San Francisco /
AYAN KHANNA
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The special one
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Activities & Lifestyle / He loves reading about animals and wants to be an explorer. He spends most of his time indoors with his tab and computer because his neighborhood lacks play spaces for kids like him. He is closest to his sister and wishes everyone would be as empathetic as her. He is a part of a disabled club where all kids are like him. He like Apps that connects him virtually to other players. That way he feels he has friends who doesn’t judge him on his disability. He like learning new languages. He can speak three languages f luently and currently learning the fourth one.
“I wish I could play like other kids in the park, They seem to have so much more fun than I do.”
He enjoys long drives with his dad because its the only time he is not on his wheel chair. Ultimate goal / He is inspired by Stephen Hawkins and wants to be
—Ayan Khanna
a scientist like him.
fig. 23
sister helping brother in a wheel-chair
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Age and gender / 13, female Occupation / Grade 7th Home life / Lives with her parents and 2 dogs in a condo house in the city. Education / Private middle school
Seatle, Washinton /
NATASHA PARKER The only child
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Activities & Lifestyle / She loves participating in public speaking activities because she is very articulate with her ideas. She loves meeting new people and travelling to new places. She is an extrovert and the most popular kid in her class. She loves bright colors because bright colors make her happy. She is pretty determined and independent minded about making choices related to her clothes and food. Her favorite family activity going on treks and spending time outdoors even if it means sitting under a tree. Ultimate goal /
“I wish I could stay outdoors all the time because I get bored at home.”
Goal is to turn 18 and shift to a university hostel so that she can be among her friends.
—Natasha Parker
fig. 24
young girl sitting with her skate-board
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Age and gender / 14, Male Occupation / Grade 8th Home life / Lives in the suburb with his brother and single mother. Education / Junior High School
Texas /
ED LEWIS
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The sensitive teen
04 /
Activities & Lifestyle / He enjoys reading and spends lot of time in the public library because he feels uncomfortable talking to people. He baby sits his baby brother because his mother works extra hours to support the family. He doesn’t have many friends because he feels he gets judged for his family status. He wants to study in a good university but fears he might not get admission due to lack of funds. His best friends is his dog. He found him injured and lost in a park near his house. He spends lot of time caring for him.
“Why do we live in a world that doesn’t respect every individual equally?”
He enjoys writing and maintains a journal where he writes about his questions, ideas and interests. He feels his younger brother should have more friends and deserve every opportunity to grow.
—Ed Lewis
Ultimate goal / To write a book on improving human conditions.
fig. 24
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boy sleeping with his dog
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Age and gender / 19, Male Occupation / Game design Student Home life / Lives with his two roommates in a city apartment. Education / Undergraduate, Private University
San Francisco /
ANDREW HUANG The technophile
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Activities & Lifestyle / He loves playing video games because it gives him a chance stay at home in one place. He mostly interacts with people of similar background because he is conscious of his english. He spends a lot on branded clothes and judges people on the way they dress. His favorite colors are black and white because he feels it makes him look nerdy. He believes to be successful one need good contacts and lot of money. He wants to enjoy each day and doesn’t care much about future
“Technology is permeating every single thing we do.”
because future is uncertain. He feels parks are a waste of space. Cities should have more game arcades with better technology.
—Andrew Huang
Ultimate goal / To be a successful game designer and a businessman like his dad.
fig. 25
man working in his laptop
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nature of identity
Age and gender / 35, Female Occupation / Mommy blogger Home life / Lives with three kids and husband in a rented home Education / Graduate
Portland /
SARAH STEWART
S P R I N G 2 0 17
The mindful mom 06 /
Activities & Lifestyle / She is an active blogger on her motherhood experiences and posts reviews on a Facebook page on kid friendly activities. She donates clothes, toys, shoes and other items every 6 months to reduce clutter accumulation and practice simplicity. She is careful about what they eat as family’s health matters a lot to her. Sarah takes her kids to museums occasionally and feels its a great way to learn about other cultures. Sarah enjoys gardening and truly believe kids can learn a lot from nature.
“I only buy things my kids actually need, not want.”
Sarah is a big believer in the benefit of shared/collaborative environment because kids learn to think beyond themselves. She regularly searches for events and spaces that could enrich her children’s experience with the world.
—Sarah Stewart
Ultimate goal / Sarah want to raise her children as global citizens, who can genuinely think beyond themselves.
fig. 26
50
mother and daughter together
visual strategy guide
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Age and gender / 8, Male Occupation / Grade 2 Home life / Lives with his grandparents Education / Elementary Public School
Texas City /
RYAN WILSON The tough kid
06 /
Activities & Lifestyle / He generally stays quite because he stammers when he speaks. He gets conscious around other children because they make fun of his speech. He loves playing outdoors but always scared of others and the way they look at him. He wants to study and play like other kids but doesn’t feel confident about himself. He loves watching plays and movies and wants to be a hero when he grows up. He enjoys sports more than studying mathematics or science,
“I want to stay in my dreams forever, because I don’t stammer there.”
because he is unable to pronounce words properly. He doesn’t have too many friends because of his speech problem. Ultimate goal /
—Ryan Wilson
To make his grand parents proud and be a national champion.
fig. 27
young boy sitting alone
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Age and gender / 43, Female Occupation / Lawyer Home life / Lives in city in her own penthouse with one daughter and husband. Education / Masters, IVY League Graduate
Los Angeles /
PATRICIA BROWN
S P R I N G 2 0 17
The highflyer mom 08 /
Activities & Lifestyle / Frequent traveler for advising of corporate mergers and patent legalities. She believes that her daughter should have friends from “good” families. She turned vegan at 40 to maintain a healthy lifestyle. She changed 8 nannies in last 2 years because she felt they were not competent enough. She strongly advocates for private and exclusive schooling for those who can afford it. She wants her daughter to avoid public places as those are full of
“I give my daughter only the best and the most expensive things, pretty much anything she wants and that will keep her occupied.”
germs and infections. She believes that quality comes at a price and we must prepare our kids to be able to afford it. Ultimate goal / She wants to provide the best education that money can buy for her daughter.
—Patricia Brown
fig. 28
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woman busy at her work
visual strategy guide
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C O M P E T I TO R S
fig. 29
kids sharing in a camp (previous spread)
our rebirth as we plan ahead , it is necessary to study the potential competitors of our brand . this could range from companies who have similar vision to ones who deliver similar offerings . it is also crucial to look at the evolution of our competitors , keeping our new
S P R I N G 2 0 17
vision in mind .
category a /
current competitors
Toys are a medium to enhance a child’s cognitive, social, and linguistic learning.
This category is toy product,
MATTEL
an item that is generally used
ALL AMERICAN TOY CO.
for children’s play. Playing with toys is supposed to be an
TOYFINITY
enjoyable means of training
U.S. TOY COMPANY
young children for life in society.
HASBRO
Playing with toys is important
BACHMANN
when it comes to growing up and learning about the world
TOOTSIETOY
around us. Younger children
LEGO
use toys to discover their
PLAY-DOH
identity, help their bodies grow
GUND
strong, learn cause and effect, explore relationships, and practice skills they will need as adults.
58
BRANDS
visual strategy guide
Ideal too focused on promoting toys that enhanced play value for early childhood.
category a / brands
MATTEL
ALL AMERICAN TOY CO.
U.S. TOY COMPANY
TOYFINITY
Mattel, Inc. is an American
The “All American Toy Compa-
US Toy Compan provides
Toyfinity is an independent toy
multinational toy manufactur-
ny” of Salem, Oregon provides
affordable, safe, and fun novelty
company. They focus on three
ing company founded in 1945.
with the right toy trucks made
toys, carnival prizes, and party
daily aspects: an archive; toy
of aluminum, steel and rubber.
supplies.
production; and a concept of toy
HASBRO
BACHMANN
TOOTSIETOY
Hasbro is a global play and
Bachmann Industries, Inc.
Tootsietoy is a manufacturer
entertainment company
manufactures and distributes
of die cast toy cars and other toy
committed to Creating the
model railroading products.
vehicles which was originally based in Chicago, Illinois.
World’s best play Experiences. PLAY-DOH
GUND
Play-Doh is a modeling com-
GUND
pound used by young children
stuffed animals. The company
construction toys that are
for art and craft projects at
is based in Edison, New Jersey.
manufactured by The Lego
home and in school.
interrelation and development.
LEGO
is a manufacturer of plush
Lego is a line of plastic
Group, a privately held company based in Billund, Denmark.
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C O M P E T I TO R S
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our rebirth
adjacent competitors
category b /
A place or an experience that enables kids to go beyond just an object to play with.
BRANDS
This category consists of brands
BUILD-A-BEAR
that fall adjacent to Ideal.
LEGOLAND
This category is about engaging kids in a playful environment. A hands-on play experience.
BOUNCE-A-RAMA CHUCK E. CHEESE’S WALT DISNEY WORLD CHILDREN’S FAIRYLAND PUMP IT UP OSMO DAVE & BUSTER’S HAPPY HOLLOW
60
visual strategy guide
Ideal aims to deliver a collaborative play environment like some of these brands.
category b / brands
BUILD-A-BEAR
CHUCK E. CHEESE’S
PUMP IT UP
HAPPY HOLLOW
Build-A-Bear Workshop, Inc.
Chucke Cheese’s is a chain of
Pump It Up is a chain of party
Happy Hollow Park & Zoo is a
is an American retailer
American family entertainment
place filled with gigantic
small 16-acre (6.5 ha) zoo
that sells teddy bears and other
centers and restaurants.
bounce houses, obstacle courses
and amusement park in San
and other kid’s games.
Jose, California, which origi-
stuffed animals. LEGOLAND
WALT DISNEY WORLD
OSMO
Legoland is a chain of
The Walt Disney World
Osmo is an interactive product
Lego-themed children’s/family
Resort is an entertainment
that provides an opportunity for
theme parks.
complex in Florida.
hands-on play with technology.
BOUNCE-A-RAMA
CHILDREN’S FAIRYLAND
DAVE AND BUSTER’S
Bounce-a-Rama is a family
Children’s Fairyland is
D&B is an American restaurant
indoor theme park. Made
America’s very first storybook
and entertainment business
from inflatables, filled
theme park, located on the
headquartered in Dallas, Texas.
with adventure such as slides,
shores of Lake Merritt in
obstacle courses, and play-
Oakland, CA.
nally opened in 1961.
ground.
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aspirational competitors
category c /
Outdoor play enables young children to learn lots of things about the world.
BRANDS
Play spaces can give children
KABOOM!
and young people the
LET’S PLAY
freedom to play creatively, while allowing them to
COMMUNITY PLAYTHINGS
experience risk, challenge
IMAGINATION PLAYGROUND
and excitement.
MULTICULTURAL CHILDREN’S START EMPATHY LANDSCAPE STRUCTURES 21 TOYS CHILDREN MENDING HEARTS BROOKSIDE COMMUNITY
62
visual strategy guide
Ideal wants to foster empathy and create inclusive play environments.
category c / brands
K ABOOM!
IMAGINATION PLAYGROUND
LANDSCAPE STRUCTURES
BROOKSIDE COMMUNITY
Ensuring that all kids get a
Imagination Playground is a
Landscape structure design
BCP creates avenues for
childhood filled with the
playground with lots of loose
playgrounds that nurtures
structured play focused on
balanced and active play needed
parts for children to create
friendships, community
development that helps youth
to thrive.
their own play spaces.
and respect.
learn and grow socially,
LET’S PLAY
MULTICULTURAL CHILDREN’S
TWENTY ONE TOYS
Let’s Play is a community
To raise awareness for
21 Toys designs and manufac-
partnership to get kids and
the kid’s books that celebrate
tures toys that teach empathy,
families to play nationwide.
diversity.
failure, creative communication,
emotionally, physically, and academically.
collaboration. COMMUNITY PLAYTHINGS
START EMPATHY
CHILDREN MENDING HEARTS
Community Playthings design
Start Empathy, an initiative
Children Mending Hearts
and create furniture with our
of Ashoka, is a community of
provides a safe, enriching envi-
own children in mind, quality
individuals and institutions
ronment with programs.
and beauty come naturally.
dedicated to building a future in which every child masters empathy.
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fig.30–37
kids with grand parent little boy playing alone strawberry jam sandwich little cute puppy young girl feeding a stray dog
03
safe & personal play house soft toy texture
O U R PA S T
our rebirth before the re - branding , ideal toy company was all about promoting toys for early childhood . the brand was warm , comfortable , safe and soft. it targeted early childhood and family through
S P R I N G 2 0 17
dolls , bears and board games .
Safe Early childhood Comfortable American Traditional Baby boomers Durable
64
small bicycle colorful plastic chairs
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fig.38– 47
kids playing in an modern play structure Fresh fruits Young girl young girls and boys playing outdoor youth group young girl feeding a stray dog Outdoor play structure
03
Yellow common bench Play structure
OUR FUTURE
reflection Outdoor play
our rebirth the ideal toy company will re - launch itself as just ideal . the new ideal will present itself as a neutral , and a vibrant brand targeting the american youth . new ideal wants to empower youth through collaborative play that builds empathy and global citizenry. it would aim at enabling youth to be more aware , more responsible , more compassionate , more connected to others and themselves .
Community Youthful Diversity Collaborative Global Colorful 69
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from me
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Empathy and compassion are such critical need in our society. We need to do all we can to foster these values in our youth.
to we 71
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nature of identity
I M AG E S
sources fig. 01
http://mashable.com/2016/02/10/doll-factories/
fig. 02
https://www.archives.gov/exhibits/ /running-for-office/larger-image.php?image=0.3&TB_ iframe=true
fig. 03
http://www.thehistoryblog.com/archives/date/2016/02/14
fig. 04
https://www.wikitree.com/wiki/Michtom-1
fig. 05–06
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fig. 07–11
72
http://forgotten-ny.com/2011/06/jamaica-avenue-queens/ https://www.pinterest.com/idealtoyadvertisement
fig. 12
http://beachpackagingdesign.com/boxvox/politechnika-packaging
fig. 13
https://www.pinterest.com/explore/mouse-trap-board-game/
fig. 14
https://www.etsy.com/listing/75546840/vintage-doll-ideal-black-vinyl-doll
fig. 15
http://www.shirleytempledolls.com/18c.php
fig. 16–18
https://www.pinterest.com/idealtoycompany
fig, 19
https://premier.shutterstock.com/image/detail-52594741
fig. 20
https://www.offset.com/photos/148024
fig. 21
https://www.offset.com/photos/546627
fig. 22
https://www.offset.com/photos/140749
fig. 23
https://premier.shutterstock.com/image/detail-573808267
fig. 24
https://premier.shutterstock.com/image/detail-448424677
fig. 25
https://www.offset.com/photos/539476
fig. 26
https://www.offset.com/photos/479640
fig. 27
https://www.offset.com/photos/543261
fig. 28
https://www.offset.com/photos/555
fig. 29
https://www.offset.com/photos/388869
fig. 30
http://www.gettyimages.com/license/83329209
fig. 31
https://www.istock.com/ 000007058934
fig. 32
https://premier.shutterstock.com/image/detail-532013950
fig. 33
https://google/maxresdefault
fig. 34
https://premier.shutterstock.com/image/detail-106294727
fig. 35
http://homihomi.com/cool-children-outdoor-wooden-playhouses-ideas/
fig. 36
https://google/Large_0317452
fig. 37
https://premier.shutterstock.com/image/detail-341992706
fig. 38
https://google/226-plastic-kids-chairs
visual strategy guide
I M AG E S fig. 39
http://google/five-fields-playground-matter-design-architecture-wood
fig. 40
https://premier.shutterstock.com/image/detail-443274412
fig. 41
http://premier.shutterstock.com/image/detail-479102677
fig. 42
http://premier.shutterstock.com/image/detail-559530655
fig. 43
http://google/gty_kids_playground_jef_120427_wmain
fig. 44
http://www.gettyimages.com/photos/506912464
fig. 45
http://premier.shutterstock.com/image/detail-527415844
fig. 46
http://offset.com/photos/381245
fig. 47
http://offset.com/photos/274352
fig. 48
http://premier.shutterstock.com/image/detail-285280058
DISCLAIMER This book is a non-commercial project for education purposes and is not intended to represent the Ideal Toy company nor brand.