green growth

Green Toys founders Laurie Hyman and Robert von Goeben were looking to grow their brand after four years creating a sustainable business. The process included interviews with internal and external stakeholders, copious store visits, and competitive product analysis. The results yielded several important results: stay the course on vehicles but diversity to land/air/sea, play with scale going smaller and bigger in each sub-category, and start to create deeper narrative play by introducing characters. They followed the strategy and experienced tremendous growth leading to an acquisition three years later. A happy ending for some genuinely nice people.

Recognize other brands in the Green Toys universe, most importantly those outside of the toy industry. Customers are buying partially for the mission and purpose of the company.

Leveraging existing strengths with size and type of vehicle.

Let's make some vehicles that fly and float as well!

Develop a family of characters that add deeper narratives to the already strong product line.

Retool the Green Eats line and, this time, let's make it delightful and fun!

Use developmental hallmarks to identify gaps in the product strategy.

Copious amounts of store visits.