Independent Toronto toy store Kol Kid and its agency partner Tribal Worldwide Toronto have launched “Toys Shouldn’t Play For You,” a campaign aimed at taking some of the technology out of fun.
The campaign, which launched last week, consists of three 30-second web videos meant to show how tech toys can’t always fulfill the tactile, hands-on fun of simpler toys like Etch-A-Sketches or View-Masters.
The videos, which appear on Kol Kid’s YouTube channel, depict young children attempting to enjoy laptops, tablets and cell phones with little success. It ends with the line “Toys Should Be Toys” and an image of a toy sold at Kol Kid along with the store’s logo.
According to Sanya Grujicic, senior copywriter at Tribal, the idea for the campaign developed as a result of a personal relationship with Kol Kid owner Lisa Miyasaki.
“I went into the store a few times and they didn’t carry a single electronic toy,” Grujicic said. “It piqued my curiosity. She carried all the toys I grew up with, like Etch-A-Sketch for example. I loved her buying philosophy in only providing toys that are tactile, open-ended and timeless.
“Technology has changed the way kids play with toys. We think the back-to-basics message will resonate with parents.”
Kol Kid and Tribal have also launched Play Engine, a web app that generates easy, uncomplicated play ideas such as finding shapes in the clouds, Simon Says and how to create a homemade printing press.
In addition to the videos and Play Engine, Tribal also refreshed Kol Kid’s website by adding new content and in-store photography to highlight the store’s philosophy.
Print advertising and in-store signage are being developed as well to further round out the campaign and drive traffic to the store, Grujicic said. Tribal is also reaching out to mommy bloggers to get the word out, and Kol Kid is promoting “Toys Shouldn’t Play For You” on its social media sites.
