How can a brand collaboration create playfulness, representation, and engagement among children and families?
Together with Ella’s Kitchen and Conaxess Trade Sweden, Watoto Arts carried out a nationwide retail campaign.
The campaign was carried out in two rounds with over 120 stores per round.
Love the food + love the play
The starting point for the collaboration was simple: Ella’s Kitchen’s focus on the joy of food met Watoto Arts’ work with play, creativity, and representation.
In the stores, children could enter a competition for a chance to win a unique Watoto Arts doll. Conaxess Trade described the collaboration as a way to unite Ella’s Kitchen’s joy of food with Watoto Arts’ joy of play, and specifically highlighted representation and security as part of the initiative.
A collaboration that reached children where families already are
What made the project particularly interesting to us was the opportunity to take inclusive play outside of the traditional toy store.
Through the in-store displays, Watoto Arts was able to meet families in their everyday lives while simultaneously showing how a corporate collaboration can be built around more than just a product.
For us, it is a great example of how we can collaborate with brands on campaigns, competitions, custom-designed products, and creative experiences where both the company's goals and our ambition for increased representation can take center stage.
Many thanks to Ella’s Kitchen and Conaxess Trade Sweden for a wonderful collaboration and to all the families who participated.
Love the food + love the play