Hasbro Tonka Case Study
Industry: Toys & Entertainment
Service: ITG EXCITE®
Capture the raw energy of raising toddler boys.
Hasbro needed a unique positioning for the launch of Tonka JUNIOR™, a new toy line targeted at infants and toddlers. They needed it fast, and it had to resonate deeply with moms. By partnering with ITG and a select group of mothers and grandmothers, the Tonka team tapped directly into the authentic emotions of raising young boys to co-create a winning brand message.
Hundreds
Of positioning ideas generated in a single day
3
Prioritized positioning possibilities ready for action
1
Acclaimed television spot and nationwide campaign launched
The Challenge
Tonka already had a massive brand identity, but translating that rugged equity into a new line for 1-to-3-year-olds required a fresh approach. The team needed to understand exactly what drives moms and grandmothers to buy toys for this specific age group. They had to uncover the unique play patterns of toddler boys and the daily realities of raising them. Furthermore, the toy market moves fast. The team needed a standout positioning strategy quickly, without sacrificing substance or emotional depth.
What Success Looked Like
Develop a unique, emotionally resonant positioning strategy for Tonka JUNIOR™ that connects instantly with moms of young boys, driving a successful product launch under a tight deadline.
How We Got There
To capture the true voice of their buyer, the Tonka team spent an intensive day directly collaborating with a carefully selected group of mothers and grandmothers of infants and toddlers. These Creative Consumers® associates acted as active innovation partners, working side-by-side with the client.
Together, the room tackled the realities of raising young boys. They explored how toddler boys play, what makes their energy unique, and what parents actually wish for in engaging toys. Through guided creative problem-solving exercises, the group generated hundreds of distinct positioning ideas rooted in the authentic experiences of motherhood.
By the end of the session, the team prioritized the massive output into the three strongest positioning possibilities. This rapid convergence allowed the Tonka team to confidently select the single message that perfectly fit their established brand equity.
The Results
The winning positioning fueled a highly successful market launch for the Tonka JUNIOR™ line. The core message resonated so clearly with consumers that it inspired an acclaimed television spot and a major promotional campaign: “The Tonka JUNIOR™ Search For America’s Toughest One-Year-Old.” The winner received Tonka JUNIOR™ prizes and a $5,000 savings bond. By starting with real consumer language, Tonka built a campaign that captured immediate attention and drove real market action.
This project used ITG EXCITE® — Communications that begin and end with your audience.
Let Your Buyers Co-Create Your Messaging
Direct collaboration with your target audience uncovers the exact emotional hooks that drive purchases. ITG EXCITE® captures the authentic language of your consumers and structures it into powerful, ready-to-launch positioning. Building your campaign alongside the people who will actually buy your product helps you launch with speed, substance, and total confidence.