Little Tikes is one of the world’s most well-known and trusted toy brands with over 50 years in the industry. As part of our ongoing commitment to deliver creative and digital marketing campaigns, we identified a need to overhaul the website to reflect the best practices in design and digital as well as put focus on Little Tikes’ updated direction and brand values.
A clear set of objectives were created with the Little Tikes team. The overall business objective was to become a brand hub, to support retailers, build user-generated content and ensure users don’t have to reference multiple websites to research Little Tikes toys. We also needed to update the look and feel of the brand online so that it engaged the target audience – millennial mums and dads.
The website would need to be designed mobile-first, while still delivering a rich desktop experience. And finally, the CMS would need to be user friendly, capable of enhanced reporting and compatible with SAP integration.
One of our first recommendations was to bring the design of the site up to date, making it more simple and flat, as opposed to Skeuomorphic. This change also involved updating the logo and the creation of a new style guide. We recommended a new direction in typography to better differentiate Little Tikes from the competition, as well as underpin brand values.
In addition to updating the colour palette, we also created a bespoke set of hand-drawn doodles to help bring personality and fun to photography. Our technical planning phase ensured we delivered a website architecture that focused on UX, SEO and the main project objective of becoming a brand hub.
From a content point of view, the new site is much more scalable and flexible allowing us to continually adapt and refine how we communicate with the target market. Ultimately, it’s a much richer experience that arms the consumer with everything they need to know before they make a purchase – either directly on the site or at a retailer.
We selected WordPress and WooCommerce as the platform to develop on, which would best support future development and deliver the immediate project objectives, such as being user-friendly and providing multiple bespoke back office reports. The six-month project was strategically timed to launch during the quietest period in the toy industry and the website migration was carefully planned to minimise any traffic or user disruption.
Head of marketing, Little Tikes
Creative director, The Bigger Boat