PBS KIDS | Parham Santana

With its pioneering work on television, the internet and other digital platforms, an educational toy line was a natural extension for PBS KIDS.

The toy line will help preschoolers learn and grow through play, a key principle guiding PBS KIDS’ award-winning work in media.

Recently named in a national poll as the most educational media brand for children and a leader in helping children realize their potential, PBS KIDS turned to Parham Santana for the development of the toy packaging program.

Parham Santana developed three initial directions, each with its own unique set of positioning, visual assets and messaging:

Direction #1 – “Real World Exploration”

Direction #2 – “Wonder and Awe”

Direction #3 – “My Big Blue-Green World”

We then did consumer testing of all 3 directions. We used mall-intercept in 7 major markets to gather qualitative insights and make quantitative conclusions.

The moms liked all 3 directions, but there was one clear winner.

Aha!
Moms loved the direction illustrated by the tagline “A little wonder goes a long way” for its optimistic, open-ended, and inspiring message.

Power Positioning
PBS KIDS IS THE JOY AND WONDER OF CHILDHOOD.

Consumer Message
“A little wonder goes a long way”^TM

Benefits
The move into the toy aisle furthers PBS’ transmedia mission, reaching children across all platforms.

Proceeds from the toy line will help fund free, educational PBS KIDS programming for all children.

Valuable take-away
A multi-platform strategy is key to success. Educational brands need to reach kids everywhere.