Challenge Rent A Toy, a toy rental company similar in concept to NetFlix, wanted to launch a national brand in an industry that is still unfamiliar to the average consumer. The biggest challenge in creating a brand that people can trust is that renting toys is often associated with germs or a negative connotation.
Solution Everything from the candy color palette to the shinny, playful logo screams “kid-friendly.” Skybox Creative wanted to create a memorable tagline that would drive the message home for parents: Happiness Delivered. Short and sweet. The tagline curves under the logo to form a smile, reinforcing the message non-verbally. The meerkat mascots were modeled after the CEO’s three munchkins – personalities, favorite toys and all. On the back of their business cards, it says it all: fresh toys delivered to your door every month. save time. save money. be green. This concise statement became the staple of their advertising and branding campaign for one good reason – people get it. To address the “germ-phobic” consumer, a clean feeling baby blue was used in the website background. In addition, an interactive flash video was added to the home page reinforcing that the toys are GUARANTEED Safe and Clean. Skybox also encouraged a safety tab in the main navigation for those concerned, where they could read about Rent A Toy’s strict safety standards.
Results Rent A Toy introduced their brand with a fun + playful kiosk set up at San Diego’s Fashion Valley Mall to attract the holiday crowd. Skybox created a DVD loop for the flat panel TVs to showcase the benefits and increase gift card sales. The website provided complete management ability of inventory, customer data and on-the-spot gift card code creation. Although the company was a start-up, through the attention-grabbing magazine ads, posters, booth and sales materials Skybox was able to give the client an established image to introduce their company to the public.
Testimonial "The team at Rent A Toy undertook the most ambitious of business endeavors by deciding to build an entirely new industry during a time of economic instability. We knew that this was going to take total dedication, tremendous skill and ability to think outside the box. A lot of thought went into selecting the right people and organizations to help us undertake this ambitious endeavor. Selecting Skybox Creative to breathe life into our dream turned out to be one of the best decisions made by the Rent A Toy team. Because of their hard work, dedication and ability to work as the perfect team members our dream of delivering happiness to children across the nation became a reality. Thank you!"
Carlos Algarin, CEO