Zapf Creation.

Creating two distinctive websites and tones of voice for a market-leading doll manufacturer.

A manufacturer of innovative children’s dolls and accessories and a huge promoter of doll play for learning in early years, the company reached out to us to create a new home and add real distinction between these two extremely popular brands.

As an integrated agency, we also work with Zapf Creation with ongoing website support, digital marketing, content creation and also manage their social marketing.

We provided

  • Web design.
  • Web development.
  • Ongoing web and SAP support.
  • Content stratgey and creation.
  • Digital marketing.
  • Social media marketing.

A right result!


followers by end of 2020 – exceeding our 10k target


increase in website click-throughs.


increase in profile visits.

Objectives and KPIs.

Following on from our long-standing relationship with toy manufacturer Little Tikes, The Bigger Boat was handpicked to create and launch two websites for the Baby Annabell and BABY born brands.

The two sites were to clearly differentiate between the brands and create a strong distinction between the nurturing, gently side of Baby Annabell and the adventure-focused identity of BABY born.

This is a really exciting next step for Zapf Creation in the UK. Having a targeted website with e-commerce capability will significantly improve customers interaction with our brands and help them make informed purchasing decisions. For the first time ever, customers will be able to browse and shop the full collection of Baby Annabell and Baby born products including dolls, clothing and a range of accessories all in one place.

Kasia Leskow
Marketing manager

We injected personality into each brands, provided a refreshed look for their digital presence and shined more of a spotlight on their fantastic range of dolls, clothing and accessories.

Charlotte Allen
Senior UI/UX designer

Our solution.

We worked closely with the client in brand immersion sessions and carried out thorough market research to precisely understand each brand and its audience, objectives and unique selling points. We designed and built two modern websites with a mobile-first approach and hassle-free checkout process, as we know the brands’ customers like to shop and consume content on the go.

We differentiated each brand with vibrant colours, typography and iconography and each website benefits from simplified menus and helpful prompts for shoppers so they can add co-ordinating accessories to their ‘Baby Buggy’. We created detailed brand and tone of voice guidelines for Baby Annabell and BABY born too. The two sites also feature blog content to inspire families with play ideas and educate on the benefits of doll play in little ones.

Style guides.