WowPlay! is a vivid example of how modern Private Labels (PL) are developing on par with classic brands, based on deep consumer, category, and market insights. This project was part of the retailer’s broader strategy to create competitive and attractive private brands in the children’s segment.

The development of the WowPlay! brand was grounded in extensive research. We conducted a series of qualitative interviews with parents and children, several stages of quantitative surveys, and an analysis of current toy market trends. As a result, we identified a key insight: while children often influence the initial selection of toys, parents make the final purchase decision. Therefore, the brand needed to be simultaneously bright, emotional, and attractive to children, while also evoking a sense of smart choice and trust among parents.

Based on this research, we formulated the audience insight and identified key influence agents. We developed a brand narrative centered around the ideas of joy, collectibility, creativity, and learning through play. WowPlay! is not just a toy — it’s a mini celebration for a child, a burst of emotion, and a chance to build their very own collection.

The packaging design for WowPlay! focuses on emotional appeal: vibrant colors, bold graphic elements, and the use of stickers to drive engagement. All these elements create a strong first impression, sparking children’s desire to interact with the product while giving parents confidence in the quality and developmental value of the toy.

Special attention was given to building a strong connection: consumer → brand → retail. We always aim to ensure that the brands we create not only meet consumer needs but also support the strategic goals of the retailer. WowPlay! addresses several key objectives: it helps the retailer attract customers with a unique assortment, strengthens shopper loyalty through emotional engagement, and stimulates repeat purchases through the collectible nature of the product line.

Today, WowPlay! is represented across various categories — from toy cars to dolls — while maintaining a unified emotional identity. It’s a great example of how thoughtful work with consumer experience and engagement can turn a private label brand into a real driver of sales and a powerful asset in strengthening a retailer’s market position.

WowPlay! — toys that make every day brighter!