Brand Book
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Overview The buzz is all about Toobydoo! Toobydoo™ is a children’s wear lifestyle design label founded in New York. It embodies the style and spirit of the exploring kid and the fun of play. It is about the philosopher’s Plato and Sartre’s famous quote ‘to be, is to do’. Launched to critical acclaim with their Fall 2009 collection, Toobydoo is a mini lifestyle concept with multiple product categories, including baby, boys, girls and swimwear for the ages 0 to 10 years old. Toobydoo has a modern, urban, sophisticated aesthetic. Key design elements are signature stripe patterns and geometric prints. Toobydoo clothing is created in modern silhouettes and in the softest fabrics, such as cotton-cashmere and stretch cotton blends. All products are designed with function and comfort in mind and are machine washable. Toobydoo designs have been featured in major media such as Vogue, Lucky, InStyle, Nickelodeon, People Magazine, NBC and Fox television. Toobydoo was recently spotted in the White House as part of a photo shoot with First Lady Michelle Obama for Parents Magazine. Toobydoo designs were also worn in feature films and on the red carpet. Up and coming actress Faith Wladyka wore Toobydoo on the red carpet for her film ‘Blue Valentine’ with Ryan Gosling and Michelle Williams. In addition Toobydoo was voted best design for swimwear among major designer brands by a leading Danish style magazine. Toobydoo was also recognized as a trendsetter by American fashion forecaster Fashion Snoops and leading trend analyst WGSN. Toobydoo is available in over 200 stores from New York to Tokyo. Toobydoo is the brand of choice for the stylish, active kid. Tooby is to do… enjoy your Tooby’s! 3! 3
Collections Spring & Summer
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Fall & Winter
Timeline 2008
Toobydoo LLC is founded in New York. First product - a modern design rain boot - is praised by Swiss design guru Tina Roth Eisenberg.
2009
Fall 2009 launches to critical acclaim, and collection is bought by leading department stores: Barneys New York, Saks Fifth Avenue and Neiman Marcus. Showrooms set up in New York, Los Angeles and Dallas.
2010
New showroom partnerships set up in Atlanta, Boston and Chicago Toobydoo voted best swimwear by Danish design magazine among 14 name brands Website voted most inspirational design by leading design sites.
2011
Toobydoo introduced in Japan and Singapore. Showroom partnership set up in Tokyo. Toobydoo on cover of Parents magazine (circulation over 2 million). Catalog distribution set up via Google Catalogs.
2012
Toobydoo on magazine cover together with First Lady Michelle Obama as part of a photo shoot in the White House. First showroom partnership set up in Europe: Antwerp, Belgium. Distribution deal set up with Zappos.com Distributor partnership set up in Canada (with 3 showrooms in Vancouver, Toronto and Montreal).
2013
Toobydoo shop-in-shops at Metro Indonesia department stores Strategic partnership (apparel and shoe categories) with Alfilo Brands for China 5
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What’s in a name? To be, to do, do-be-do-be-doo Toobydoo is all about the active kid and the fun of play. It’s about the philosopher’s Plato and Sartre’s famous quote ‘to be, is to do’. We also believe in carefree, easy-going kids, as when Frank Sinatra was singing do-bedo-be- doo, as a reminder ‘to be’. Remember that kids are always asked what they want ‘to be’ when they grow up, and not what they want ‘to do’. Yet when we grow up, we seem to be much more focused on the doing than on the being. Introducing ‘Tooby’ Tooby is the name of the figure in our logo. Tooby is a kids best friend, he wants to hug you and take you on an adventure! Among other things Tooby can be a rattle, a plush toy to hug or a plastic toy you can paint.
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Products / Baby
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Products / Boys
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Products / Girls
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NEW YORK BOSTON CHICAGO
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877.HI.TOOBY
Products / Swim
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Price Points Jumpsuits
: $39 - $59
Rompers
: $23 - $29
Dresses
: $35 - $75
Coats
: $65 - $105
Sweaters
: $50 - $70
Dress Shirts
: $40 - $50
Polo Shirts
: $34 - $45
T-Shirts
: $25 - $35
Pants
: $35 - $59
Hats
: $15 - $25
Swim Shorts
: $40 - $50
Swim Suits
: $25 - $45
Shoes
: $30 - $70
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Labels TOOBYDOO™ Our main brand TOOBYSHOES™ Toobydoo for the shoes category TOOBYBABY™ For our baby division TOOBYWEAR™ Our label for Toobydoo trunk shows TOOBYZOO™ Our label for the Toobydoo lifestyle blog TOOBY.TV™ Our video channel TOOBY™ The central figure in our logo. To be is to do. 19
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Global Strategy Toobydoo is proven to have a global appeal.
Vision statement Toobydoo aims to become the world’s, leading children’s wear and lifestyle design company for the stylish modern parent and their kids. Global objectives ! Further increase volume per customer and increase the customer base in select geographic areas in the USA. ! Expand business in Europe and Asia ! Set up flagship and/or concept stores and/or shop-in-shop in high profile geographic locations with high profile partners as well as globally expanding the business via multiple sales channels. ! Toobydoo aims to be the most fun place to shop for children’s clothing, both for parents and their kids
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Distribution Department Stores
International
Barneys
Australia
Saks Fifth Avenue
Bahamas
Neiman Marcus
Belgium
Nordstrom
Canada Indonesia
Toobydoo Stores
Japan
Toobydoo.com
Netherlands Singapore
Specialty Stores
South Korea
Giggle
Switzerland
Kitson
Turkey
Snap Kids
United Arab Emirates
Zappos Bundle CWD Kids
All goods for the USA ship from our US warehouse in New Jersey
Garnet Hill
All goods for Europe ship from our European warehouse in The Netherlands
Kidville and many other‌
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Marketing Multi-Channel Wholesale Retail Catalog Web Public Relations Print Television Blogs Movies Social Media Facebook Instagram Pinterest Twitter
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Store Concepts Shop-in-shop We currently provide our stores in store displays upon request. We are in the process of developing multiple shop-in-shop concepts. These concepts have both a modern design aesthetic and are playful. We believe our store designs should both have an appeal to parents and their kids. The Tooby™ figure (in our logo) plays a central role in communicating a playful yet sophisticated atmosphere.
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Press Toobydoo has been featured in most major US media: in print, on the web and on television.
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Recent Press
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Celebrity Toobydoo is a celebrity favorite including Michelle Obama, Matt Damon, Gisele Bundchen, Lindsey Price, Elton John, Kourtney Kardashian, Kevin James and many other. In addition Toobydoo has been featured on the red carpet for feature films with Ryan Gosling, Sean Penn, Naomi Watts and Michelle Willliams. Toobydoo was featured throughout the movie ‘Price Check’ with Parker Posey.
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Celebrities
EMMA ROBERTS WITH FAITH WLADYKA
DOUG LIMAN (DIRECTOR BOURNE IDENTITY) ASHLEY GERASIMOVICH
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MICHELLE OBAMA
LINDSAY PRICE SARAH MICHELLE GELLAR REBECCA ROMIJN TIFFANI THIESSEN
ELTON JOHN
GISELE BUNDCHEN
MATT DAMON
CURTIS STONE LINDSAY PRICE
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playful and clever clothing for kids. Made for newborns and children up to age 10, it includes Toobydoo's award-winning swimwear, cottoncashmere luxury jumpsuits, dresses, sweaters and more. Featured in major media, on the big screen and the red carpet. Designs derive inspiration from modern, constructivist art and design. Enjoy your Tooby’s!
USA NEW YORK ATLANTA BOSTON CHICAGO DALLAS LOS ANGELES INTERNATIONAL BELGIUM CANADA CHINA JAPAN THE NETHERLANDS
877.HI.TOOBY
TOOBYDOO.COM
© 2013 TOOBYDOO LLC / PHOTOGRAPHY: ANDREW FRENCH STUDIOS NEW YORK
Toobydoo, a New York based brand, puts the fun in functional with its