Kol Kid breaks new campaign
Toronto-based children's retailer Kol Kid has begun a new communications campaign promoting the value of simple play in an age of digital amusements. The campaign, developed by Tribal Worldwide of Toronto, includes three 30-second online videos that illustrate how high-tech devices are not always as much fun as simple toys. Print advertising and in-store materials will support the videos. The initiative also includes an online tool called the Play Engine. Aimed at parents, the web application generates ideas for children's play. The company has also redesigned its website at <http://www.kolkid.ca>. "After shopping at Kol Kid a few times I noticed they didn't carry a single electronic toy," said Sanya Grujicic, senior copywriter at Tribal Worldwide. "After chatting [owner Lisa Miyasaki], our team soon realized there was a philosophy to her store that was much bigger than just toys. Technology is fundamentally changing the way children play."