Imagination is the key to innovation. And there's no time in a person's life when anything is more possible than during childhood. With this in mind, Playskool desired to re-position itself in the marketplace as a supporter of the science-based learning benefits their toys offer. Crafted with a “More Than Play” philosophy, Playskool hopes to positively influence young minds. 

Solution: It was key that the site communicates the toys’ benefits, known as “Play Skills,” so that visiting parents understand how a toy will help nurture skills like hand-eye coordination and problem solving. A series of “More Than Play” videos encourage parents to learn how Playskool toys inspire the imagination and aid in their child’s physical development while a comprehensive nomenclature of 27 distinct skills helped parents find the right toy for the right stage of their little one's development. 

Being part of creating this system of skills matched to toys is one of the highlights of my career. This project won the 2010 Internet Advertising Competition for Outstanding Achievement in Internet Advertising, as granted by the Web Marketing Association.