There’s a reason those Monster Factory dolls have eyes that look a little frightened: They’ve seen what the kids who cuddle them can get up to when nobody else is watching.
At least that the premise of a new set of video spots produced by Havas Worldwide Canada for the Toronto company that makes unique plush toys and collectibles for children (and adults).
The online films pose the question “Who’s the real monster?” with a glimpse into everyday playtime with kids and their monsters, each of which has its own unique description and personality – not unlike their mischievous owners.
One video spot shows a child using a toilet brush as a wand in a way that would make any parent want to sleep with one eye open, while another might be a lesson to keep Uncle Wayne’s ashes in more hard-to-reach place.
“Everything they do has a heightened sensibility and humour to it… We wanted to do something that is equally as funny and interesting as Monster Factory is as a brand,” said Helen Pak, president and chief creative officer of Havas Canada Worldwide.
She said the goal was to create some awareness as Monster Factory grows its brand with more video spots and print ads in the future.
Havas was introduced to the client through its production company, Someplace Nice and its director Peter Henderson.
Pak says the video spots launched last week across various targeted social channels, including mommy blogger sites.
Monster Factory has dozens of characters and various products lines. Adam Dunn, the company’s co-president, said they wanted the ads to help people better understand the brand and its characters. They asked Havas to go a little darker, which surprised the agency a bit, but Dunn wanted the kids to know they’re being naughty.
“Our characters: They are often described by their faults or their quirks… So when we started to work on the concept of kids that were misbehaving, [we wanted] them to be more self aware,” said Dunn, who founded the company back in 2003 with Rhya Tamasauskas and Bliss Man, in a small living room that doubled as a sewing studio.
They opened an actual studio about eight years ago and have been focussed on developing the doll characters ever since.
The company is also working on launching a casual mobile game, with a travel/hotel theme, as well as an animated kids TV show.
