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01 VISUAL S T R AT E G Y GUIDE




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01 VISUAL S T R AT E G Y GUIDE

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Ideal re-branding process

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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Ideal re-branding process

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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.


visual strategy guide

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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visual strategy guide

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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visual strategy guide

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


visual strategy guide

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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nature of identity


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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

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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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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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nature of identity


visual strategy guide

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

53


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Ideal re-branding process

nature of identity

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

54

woman busy at her work


visual strategy guide

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03

Ideal re-branding process

nature of identity

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

S P R I N G 2 0 17

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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nature of identity

C O M P E T I TO R S

S P R I N G 2 0 17

our rebirth

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


visual strategy guide

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visual strategy guide

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


01 /

Ideal re-branding process

nature of identity

S P R I N G 2 0 17

from me

70


visual strategy guide

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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04

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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

S P R I N G 2 0 17

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.



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