Tuesday, September 21, 2010

wacky idea in toy marketing: dysfunctional stuffed animals

Speaking of brand fiction via plush toys, a German toy company has created a fictional asylum where animals go to work out their issues. A mentally ill plush patient can be yours for $38, complete with medical history, referral letter and treatment plan. (Healthcare plan not included.) Choose from an entire line of mental ailments. There's Dub the Turtle who's depressed by the fast life. Delusional Dolly, a sheep who cross-dresses in wolf's clothing. Kroko the paranoid crocodile. And more! The company's founder says: "It started as a bit of a joke with my girlfriend, who has lots of soft toys, and then we thought there could be something in the idea. Children and grownups like their vulnerability and find something in them that gives them a great sense of comfort in helping to heal them." Guess it worked for Eeyore. Heard about this from cwazy wabbits at Adfreak.


Howie said...

Glad to see you are back after a hiatus. Love the dysfunctional toys! Just not sure my 7 year old nephew will 'get' them LOL

Dave Trott said...

Off topic Helen but, reading your profile, you say you were promoted to copywriter at 'arguably the best shop on the planet'.
You say 'arguably' of course because there are several contenders for that title.
Out of interest, which one were you at?

Ad Broad, oldest working writer in advertising said...

Thanks for noticing, Howie. Glad you like the toys. As for your nephew, depends on if he's as wacky (and wonderful) as you are.

I started at a shop that doesn't really exist anymore, Dave. FCB/Honig. Formed when Foote, Cone and Belding merged with Honig-Cooper & Harrington in 1976. They had the Levi's account and two of the finest creative brains I've ever encountered--Mike Koelker (cw) and Chris Blum (ad)--were CD's on the 501's campaign. The year I stumbled into the business, they were working on a spot with director Bob Abel that amazed adland and the press with its wild and crazy animation and futuristic effects--note the supergroovy calculator machine.

California Girl said...

Okay, watched the vid. Very futuristic for the time (gawd it looks ANCIENT now) but I like the Seuss style rhyming.

Whose VO? That guy did so many ads.

Ad Broad, oldest working writer in advertising said...

I know, I know California Girl! What was futuristic in 1977 looks primeval today. The Seuss rhyming, ha. Hadn't thought of that. Trust me, that's not how the copy was presented! I'll have to check on the VO and get back to you. Will reach out to the then-assistant producer who I reconnected with after decades when we ran into each other a couple of years ago in the ladies room at the Clios!