Fisher-Price sought to update its image and messaging, in an effort to speak to millennial parents about the joys and benefits of play.
Goals included:
A vibrant, 40-page magalog positions Fisher-Price infant gear and toys as the springboard to fun and creative play—and introduces the brand to a new generation of parents.
The magalog was very well received by expectant mothers. Not only did the piece drive action, 7 in 10 expecting women that read the guide planned to purchase or register for Fisher-Price products in-store or online, but it also changed brand perception. About 8 in 10 expectant women have a better opinion of Fisher-Price as a result of seeing Yay, Baby. Yay, Baby increased product awareness, drove registry and purchase conversion and positioned Fisher-Price as a brand that can help families enjoy a happy lifestyle.
A DIVISION OF THE MEREDITH OPERATIONS CORPORATION
