On Strategy Showcase The Entertainer's campaign focuses on our kids charming obsessions
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Apr 5, 2025 Catherine Willoughby, Strategy Director at Adam and Eve DDB, shares her expertise in capturing the fleeting obsessions of children that fuel The Entertainer's latest marketing campaign. She discusses the importance of understanding kids' rapidly changing interests and how this insight shapes engaging advertising strategies. With humor, she reflects on a unique toy narrative that personifies childhood experiences, while also touching on the evolving toy retail landscape and the creative teamwork that drives innovation in marketing.
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The Entertainer's Awareness Problem
- The Entertainer, a UK toy store chain, faced low awareness, especially among younger parents.
- Older parents had higher awareness due to different shopping habits and the Entertainer's presence on local high streets.
The Power of Brand Association
- Multiple business challenges highlighted the need for strong branding and communication to boost The Entertainer's presence in consumers' minds when buying toys.
- The agency's brief focused on building a simple association: "think toys, think Entertainer."
Scrappy Research
- Primary research included store visits, staff interviews, and client discussions.
- These revealed potential angles: staff expertise (like knowledgeable toy experts), the "big kid" persona of employees, and the store's vibrant, toy-filled atmosphere.