MULTI-PLATFORM PRODUCT LAUNCH
Hearts for Hearts Girls launched quickly (an 8 month time frame from concept to test-market) with a small, tight team of designers, writers, Kidvertisers, and marketing guru at Playmates Toys, Gina Beebe at the helm.
Multi-cultural dolls were designed not only to be beautiful, but to inspire girls to build bridges and find solutions.
TV Spot and video shot by Steve Dunning at CRM. Amy Coons directed. Lyrics by Deyna Detroit Vesey. Music directed by Nancy Rosenberg and finished at Penny Lane Studios, NYC. Edit at Red Car. Color grading at Nice Shoes. Print design by Hilke Kaupert, Kidvertisers.
Kidvertisers’ videos included pro-social message as toy attribute: a portion of purchase helps children in need around the world. Videos propelled the most successful test in Target history, with every doll sold out. Since then, Hearts for Hearts Girls has donated over $400 thousand to help children in distress.