Company Profile - Little Brian

Little Brian gets bigger

Arts & crafts brand Little Brian has unveiled a new look as it begins selling directly to UK retailers rather than via distribution partners. Emily Griffiths, marketing manager, tells Toy World what the rebrand entails and the benefits it will offer its customers.

What’s behind the Little Brian rebrand, and why is it the right time for such a move?

The multi-award-winning Little Brian brand is already well established and recognised in the market for its high-quality arts & craft products. It enjoys great brand awareness amongst both retailers and consumers. We wanted to reinforce our identity by bringing the brand to life with the creation of a Little Brian mascot. By engaging with children and families, we’re aiming to make the product range synonymous with our new character. As well as introducing the new mascot, we’ve implemented a vivid, multicoloured theme across all of our packaging. This will instantly communicate our brand’s fun-factor and the creative possibilities it brings, via all the different colours and shades in the range.

For the first time, we’re also now selling directly to retailers in the UK, rather than going via distribution channels. The rebrand, including our new logo, enables us to deliver more impact for our customers, both in stores and online. This fresh and modern new look, coupled with a comprehensive marketing

strategy, signify the beginning of a new phase of development and growth. As well as lots of new products, the whole range has undergone a rebrand: it’s a great time to take advantage of how diverse Little Brian’s ranges are.

What changes will consumers see across your products, packaging, website and social channels?

The full Little Brian product range will benefit from the updated, vibrantly-coloured packaging we’ve designed. The new packaging reflects the rebrand, allowing our new logo and the engaging Little Brian character to stand out at retail. The new branding is also featured prominently across our website and social media channels.

We’re going through an intensive period of product development. Key product launches will be staggered throughout 2022. As well as growing the Paint Sticks range, we’re also launching a Little Brian Plush Toy, bringing the character and brand to life and adding further value to our ranges for consumers and our retail partners. We’ve already worked with several influencers who have reviewed the products in their updated packaging, alongside the Little Brian character. These reviews have shown us that the transition has been seamless: parents recognise the Little Brian brand instantly, and the reaction from children to the Little Brian character has been even better than we imagined.

Can retailers expect the rebrand to impact them in any way?

We believe the rebrand will have a positive effect on retail sales - our products have much more impact now and are immediately recognised by consumers of all ages. We’ve created a character and product range that is desirable among end users. Sales won’t just be driven by parents: retailers will also enjoy the pester power Little Brian generates as it grows in popularity. The new mascot also presents the opportunity for shop-in shop solutions at larger retailers, as well as the potential to develop a much broader product range. All of this will drive sales for

What’s in store for the remainder of 2022 following the rebrand?

Alongside the rebrand, we’re also launching several exciting new products for spring/summer 2022. These will include Little Brian Bath Paint Sticks, People Paint Sticks, Pastel Paint Sticks, Scribble Paint Sticks, Chunkies, Spooky Paint Sticks and much more. We’re also in the process of developing several new Little Brian products which will be unlike anything we’ve brought to market before, so there’s lots happening this year. We also had a hugely successful soft launch for our new Little Brian Advent Calendar at the end of 2021: this will be available for Christmas 2022. The Little Brian range covers a variety of price points and features a uniquely diverse set of products that really make this brand stand out from the crowd. The company has made significant investment into the rebrand and product development, as well as marketing. Our comprehensive marketing campaign for 2022 will encompass digital, print, events and demo activity. We already have a highly engaged social audience and our intensive influencer outreach strategy will extend our reach and awareness even further. Keep your eyes peeled for our planned campaigns this year.

What the best way for retailers not currently stocking Little Brian to get in touch about opening an account?

Retailers can contact us directly on 01706 666 620 or email: hello@littlebrian.com. Our sales team will be delighted to get in touch to start the ball rolling.