Salling Group took over the well-known, old and beloved toy-store Fætter BR in 2019. In today’s time the toy industry has changed. It’s easy to buy toys - such as in supermarkets and online.
It takes something very special to create the magic atmosphere a physical toy store can have, which an online store cannot keep up with.
Joy and a magic experience must be created for the whole family.
Type:
Planning
Branding
Strategy
Idea generation
Brand/Client:
BR
Salling group
(Bachelor project)
Deliverables:
Print design
Campaign
Store design
Questionnaire
Research & insights
Based on my research and questionnaire I found out that BR needs to focus on the value of play to differentiate from the competitors.
Benefits of play
"Play is completely central for children's development. Play makes us humans robust, creative, curious, innovative and social. Therefore, you should never stop playing, even if you have grown up."
Children have less time to play
Experts fear for the future of children because their free play is pressured into their routine-filled and organised daily lives. Children have less time to get deeper into the 'play phase / play universe'.
BR’s concept
BR brings more play to Danmark.
BR creates a play universe in the shops and other places where children can come and play as well as be inspired on how to play more in everyday life.
BR bringer leg til butikkerne
(BR brings play to the stores)
Let’s play
Press on the playwall and you will hear the sound of the toys.
Virtual Reality
VR lets you look around a virtual space as if you're actually there, or play a game as though you're really in it.
BR employees - the entertainers
The employees of BR will make sure that the vibe is alive, toys are brought to live, products are being demonstrated for the children.
Waiting room for the parents
While the children are having fun in the store, we truly respect those parents, who would just like to sit down and enjoy watching their children play.
BR bringer leg til Danmark
(BR brings play to Denmark)
Primary schools
Associated with Denmarks schools BR will make toy stalls in schools, where children can use BR’s outdoor toys in the recess.
Hospitals
Associated with hospitals BR will make children forget their pains with BR toys at hospital’s playrooms.
Airports
BR helps the parents to make their children are occupied while they are waiting for the flight.