Plan-it Marketing

Challenge: Techno Source is a leader in the electronic toy and game category. As part of ongoing product development initiatives the company wanted to better understand the electronic toy marketplace, as input for long-term planning for new products, distribution and communications strategies.

Objective: To segment and profile the handheld electronic toy marketplace and profile the optimal LCD game target audience(s), including their purchasing and playing behavior, and which products/product attributes are most relevant.

Method: After Plan-it conducted several exploratory projects that delved into the mindsets of key kid target segments, including their attitudes, behaviors and interest in various toys and games, Plan-it conducted a quantitative online survey among handheld electronic toy users to confirm profiles of play, purchase behavior and attitudes, demographics, and media habits.

Results: Plan-it made strategic and tactical recommendations for new game ideas and to refine the look/feel and overall functionality of current products. Plan-it worked with Techno Source to identify opportunities for future product development in the LCD game category.

Plan-it's work with Techno Source has also included game development exploratory studies. The objectives were to gain a deeper understanding of the motivating features/functionality of new electronic game concepts, the optimal target audience for specific games and the most compelling positioning strategy and messaging for launch communications. As a result, these new products were successfully launched in the marketplace (including Rubik’s Revolution & Miss Genie).