Brand and Consumer Research

Advertising: Spring 2014

9:30 Section

Group 6:

Susan Hong

Cat Goergen

Kendall Hymes

Miles Hayter

Tyler Hargis

STORYBOOK ADVERTISING

TABLE OF CONTENTS

BRAND ANALYSIS

SWOT A NALYSIS

P

URPOSE

P

OSITIONING

CONSUMER ANALYSIS

C

ONSUMER PROFILE

C

ONSUMER INSIGHT

C ONSUMER PERSONA

REFERENCES

R

EFERENCES

R EFERENCES

APPENDICIES

APPENDIX A C

OMPETING

B

RANDS

’ A

DVERTISING

C

REATIVE

APPENDIX B

–

CONSUMER INTERVIEWS

C

ONSUMER

I

NTERVIEW

#1

C

ONSUMER

I

NTERVIEW

#2

C ONSUMER I NTERVIEW #3


C

ONSUMER

I

NTERVIEW

#5

C

ONSUMER

I

NTERVIEW

#6


C

ONSUMER

I

NTERVIEW

#8

1 – 3

1

2

3

4 – 6

4

5

6

7 – 8

7

8

9 – 18

9

10

–

18

10 – 11

12 13

14 15

16 17

18 19

20 21

22 23

24 25

I. BRAND ANALYSIS

A. SWOT Analysis

GoldieBlox, founded in 2012, is a toy company on a mission to make engineering appealing to young girls (Newcomb, 2013). The company was founded by Debbie Sterling, who graduated from

Stanford with a degree in engineering (Guglielmo, 2013). Because there were so few women in her program, Sterling decided to spark girls’ interests in STEM subjects (science, technology, engineering and math) from a young age (Guglielmo, 2013).

GoldieBlox consists of a story about Goldie, who helps girls learn critical thinking and building skills (Newcomb, 2013). The book gets girls interested in building because girls love reading, stories, and characters (Dockterman, 2013). GoldieBlox has been tested on more than 100 children in over 40 homes and three schools (Sterling, 2012).

As girls read along, they build what Goldie builds (Sterling, 2012). The toy is aimed at girls ages five through nine and includes a storybook, character figurines, and the construction set. There are three books in the GoldieBlox series (Sterling, 2012).

GoldieBlox reached its $150,000 goal just four days after launching its Kickstarter campaign

(Guglielmo, 2013). The company has used viral videos to gain awareness. GoldieBlox gained attention for rewriting the Beastie Boys’ song “Girls” and using it in one of its videos. The Beastie Boys claimed the company was guilty of copyright, and GoldieBlox was forced to change its music (Mitchell, 2013).

Strengths:

-Work with the Exploratorium science museum, which is geared towards encouraging girls’ interest in STEM careers (Mitchell, 2013).

-Uses stories and physical pieces to help girls learn.

(Newcomb, 2013)

-Many girls consider books to be their favorite toys

(Guglielmo, 2013)

-Sold in Toys R Us, one of the world’s largest toy retailers (Guglielmo, 2013)

-Viral video earned over 8 million views on YouTube

(Dockterman, 2013).

-Goldie as a character is a female role model who makes mistakes and learns from them (Dockterman,

Weaknesses:

-May have the unintended effect of further reinforcing the stereotypes that girls are inherently less capable and need extra stimulation (Dockterman, 2013).

-While the message of the GoldieBlox “Girls” video was great, picking a court fight with the

Beastie Boys hurt the company’s image

(Advertising Age, 2013).

-Small target market, and there are less and less girls playing with gender-neutral or male toys

(Dockterman, 2013).

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2013).

-Built around what girls love: reading and adventure

(Newcomb, 2013).

-Social media presence: 166k- Facebook, 15.3k-

Twitter, 1,760- Instagram.

-111.5 million saw the GoldieBlox Super Bowl ad

(Stampler, 2014).

Opportunities:

-Female engineers account for only 14% of the engineering workforce in the U.S. (Guglielmo, 2013).

-Penn State is researching the effects of GoldieBlox on girls’ interests in engineering, and can potentially back up GoldieBlox’s claim to spark girls’ interests in engineering. (Newcomb, 2013).

-Toy industry is expected to grow in the next five years (IBISWorld, 2014).

-Demand for toys from stores such as Walmart and

Target is expected to increase (IBISWorld, 2014).

-People will have more disposable income to spend on toys in 2014 (IBISWorld, 2014).

-Price sensitivity becomes less of an issues when toys are purchased during the holiday season or for special occasions such as birthdays (Marketline, 2012).

Threats:

-Big-name makers of construction kits have also added sets to appeal to girls, including the Lego

Friends line (Guglielmo, 2013)

-Lego’s top-selling set in 2012 was from its

Lego Friends line (Guglielmo, 2013)

-Competes with cheap imports sourced from low-cost economies such as China and Vietnam

(IBISWorld, 2014).

-Many toys are becoming obsolete as children demand more sophisticated and digital toys

(IBISWorld, 2014).

-Roominate offers girls the experience of building working circuited dollhouse

(Dockterman, 2013).

-The industry is facing a demographically shrinking market (IBISWorld, 2014).

-The popularity of toys and games is shortlived, further boosting rivalry (Marketline,

2012).

B. Purpose.

“Engineering the future for engineering girls”

Pink, purple, dolls and dresses are characteristics that describe what one normally sees when walking down the toy aisle for young girls. GoldieBlox is here to change that stereotype. GoldieBlox believes that there is more to girls than playing with dolls and dressing up. GoldieBlox wants to inspire young girls to enter engineering, which has always been a male-dominated industry. The toy company will create the next generation of female engineers by providing girls with fun ways to explore engineering and construction. By following the story of Goldie, a young female character who loves to build, young girls will be inspired to open their minds to an aspect of learning that has been untapped by toy companies in the past.

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C. Positioning.

Within the toy market, GoldieBlox competes directly with The Lego Group, K’nex, Mattel, and

Disney, all of which are significant and established brand names within the toy industry that are not only recognized domestically but also globally.

The Lego Group, which controls 85% of the building block niche toy market, (Kell, 2013), relied on its brand name, quality, and overall reputation and less on its advertising campaign, until recent pressure from the tech boom and added competition within the toy industry. Lego’s most recent advertisement is a remake of a unique magazine ad that was issued in 1981. Seemingly ahead of its time, the ad promotes engineering by using an image of a young girl holding her own multicolored and mismatched lego creation with a simple tagline of “What it is, is beautiful” (Appendix A). The 2013 ad piggybacks off this 1981 classic with another girl holding her own lego creation, this time promoting the individuality associated with design with the tagline, “It’s as one of a kind as she is” (Appendix A).

K’nex, unlike Lego’s, is known for its engineering-esque toys that have previously focused on the young male engineer with a broad product line that includes Lincoln Logs and Tinker Toys among others.

Similarly to Lego’s, though, K’nex has a seemingly absent advertising campaign that relies heavily on the established brand name and value added product capabilities through social media platforms such as

Facebook and Twitter. The new market trend towards girl involvement particularly with engineering type toys has forced companies such as K’nex to bring more female and gender neutral products to market that satisfy this new demand. K’nex, in order to move with market trends, has introduced products that parallel popular culture with product line categories such as Angry Birds, Super Mario, Family Guy,

Pacman, and Titanfall.

We believe the proper competitive positioning statement for GoldieBlox is as follows: “For inspiring mothers driven toward empowering their daughters, GoldieBlox is the construction toy that delivers educational and thought-provoking situations that encourage young girls to explore the wide realm of design, mathematics, engineering, science and technology because only GoldieBlox is attempting to redefine and inspire young girls to pursue their own creative genius.”

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II. CONSUMER ANALYSIS

A. Consumer Profile

GoldieBlox is targeting mainly women whose age ranges from their early 30’s to late 30’s and who have daughters ages five through nine. Women in their target market are likely to have received a bachelor’s degree from a college or university and work full-time . These women earn a medium income level and have an average household size of three to four people. GoldieBlox chose this target market because women have the biggest purchasing power within the household. Fifty one percent of The United

States’ private wealth is controlled by women, and by 2028, women are expected to earn more than men in America (Walter, 2012). GoldieBlox targets women in their early 30’s to late 30’s because that is the age at which women have children ages five through nine. (Miller & Gray, 2012).

The moms in their target market for GoldieBlox value creativity, strong work ethic, success, determination, ambition, and independence. They live a very organized, structured, and goal-driven lifestyle that promotes a sense of individuality and a positive self-image. Moms in their target market live in suburban areas and have easy access to stores such as Target and Toys "R" Us where GoldieBlox is sold. At first, women in GoldieBlox’s target market will be casual users of the product. As they grow to use the product and fall in love with Goldie’s story, consumers will become loyal to the brand.

GoldieBlox’s target market is digitally savvy. As of 2010, social networking sites are now the number one site that moms use regularly (Clements, 2011). Moms in their target market use Facebook more regularly than email to share information (Clements, 2011).

Moms in GoldieBlox’s target market are adopting a series of cost saving approaches including using more coupons and shopping more sales (Colton, 2011). In addition, 51% of moms in their target are spending less on entertainment (Colton, 2011). However, moms in their target market make an average income of $48, 360 annually (Catalyst.com, 2013) and will be willing to buy the product for its price of

$29.99.

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B. Consumer Insight

Background research and interviews with the toy buying community have uncovered interesting insights about GoldieBlox. We gathered information from customer’s reviews on sites such as Amazon as well as blogs and write ups on the GlodieBlox toys. For the most part, parents purchased the product because they liked the idea of it. Mothers wanted their daughters to become more interested in engineering and liked that the company stressed getting away from the “pink isle” and especially toys like

Barbie. This information directly corresponds to what mothers told us when our group did face-to-face interviews with consumers. Those who bought toys for their daughters steered away from Barbie. One mother we interviewed said, “I hate Barbie and think they’re terrible. It’s an impossible image to live up to!” An issue that then surfaced with GlodieBlox was that their mascot was basically a Barbie- blonde, tall and skinny (Waldman, 2013). This inconsistency bothered some of the parents who wrote reviews online, but it did not discourage them from buying the toy.

A bigger concern was that parents who bought the toy did so because they liked the idea, but consistently hated the actual toy. Some of the reviews we found on Amazon stated, “Good idea, bad quality. Not a replacement for Legos.” and that they don’t “believe it inspires creativity or engineering skills.” Many of the blogs we read raised concerns that the product was an insult to their daughters because it was a dumbed down version of toys for boys (Shpilberg, 2013). In the interviews our team conducted one mother stated that, “The toy itself didn’t appeal because when I looked at it, I didn’t see her playing with it after it was built.” Consumers tend to think that this toy is simplistic and one dimensional. In a blog one parent stated, “Girls have played with boy toys and will continue to do so…

GlodieBlox is treating daughters like they have a disability” (Shpilberg, 2013). The parents we interviewed who have both a son and a daughter all said that their daughters played with their son’s “boy toys” and enjoyed doing so.

In conclusion, initially, consumers love the idea of GoldieBlox. It’s something unique on the market and mothers like the proposal of their daughters engaging more with math and science. The problem is that consumers tend to think the actual product is poorly made.

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C. Consumer Persona

Tracy

Successful and Strong

“I believe in breaking down gender stereotypes”

Background: Tracy is a

35 year-old mother of two living in Heath,

Texas. She has an eightyear-old boy and a sixyear-old girl. Tracy’s household is anything but traditional. She works as a mechanical engineer, and her husband works as an accountant. She is the type of mom that will let her kids try anything. Tracy lets her son play dress up, and she loves to watch her daughter play with cars and construction toys. Her kids look to their father when they need help making food. They look to Tracy when they need help solving a math problem. Tracy is motivated to break down gender stereotypes and appreciates that GoldieBlox is too.

Context : Intelligent, Cultured, Successful, Stubborn, Determined, Ambitious, Dependable, Strong Work

Ethic, Strong Sense of Self

Goals: Tracy’s goals include seeing her children succeed and allowing them to explore all possible interests they may have.

Pain/Frustration: Tracy struggles to gain full respect in the workplace of mostly men. She is frustrated that women still do not receive the same pay as men in the workplace. In her eyes, the media contribute to the negative stereotypes of women. Tracy thinks toys such as Barbies and Bratz create an impossible image for young girls to live up to.

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III. References

Clements , M. (2011). Marketing to moms coalition state of the american mom 2011 highlights.

Marketing to Moms Coalition. Retrieved on March 6, 2014 from http://www.marketingtomomscoalition.org/docs/2011-SOAM-Highlights.pdf

Colton, A. (2011). Marketing to moms coalition back to school 2011 highlights. Marketing to Moms

Coalition. Retrieved on March 6, 2014 from http://www.marketingtomomscoalition.org/docs/2011-Back-to-School-Report.pdf

Dockterman, E. (2013). The War on Pink: GoldieBlox Toys Ignite Debate Over What’s Good For

Girls. Time.Com

, 1

Guglielmo, C. (2013). GoldieBlox Wins Toys ‘R’ Us in Quest To Redecorate ‘Pink Isle’ With

Engineering its for Girls. Forbes.Com

, 7.

Kell, J. (2013, February 7). Lego’s U.S. Sales Soared 26% in 2012. Marketwatch.com.

Retrieved March

10, 2014, from http://www.marketwatch.com/story/legos-us-sales-soared-26-in-2012-2013-02-07 .

Miller, F. & Gray, E. (2012, January 15). LEGO Friends Petition: Parents, Women And Girls Ask Toy

Companies To Stop Gender-Based Marketing. The Huffington Post . Retrieved March 6, 2014, from http://www.huffingtonpost.com/2012/01/15/lego-friends-girls-gender-toymarketing_n_1206293.html

.

Mitchell, D. (2013). Determining damages in Beastie Boys v. GoldieBlox would be no simple task.

Fortune.com

, 1.

Newcomb, T. (2013). GoldieBlox Toy Takes Girls For a Spin Into Engineering. ENR: Engineering News-

Record , 260(12), 17.

Shpilberg, Sandra (2013, November 26). What GoldieBlox is Telling My Girl, Which I Won’t Let Her

Hear. Huffingtonpost.com. Retrieved March 6, 2014, from http://www.huffingtonpost.com/sandra-shpilberg/goldieblox-girls-education_b_4340094.html

.

Sterling, D. (2012, September 18). GoldieBlox: The Engineering Toy for Girls. Retrieved March 4, 2014,

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from https://www.kickstarter.com/projects/16029337/goldieblox-the-engineering-toy-forgirls?ref=live .

Stampler, L. (2014). The New Barbie: Meet the Doll with an Average Woman’s Proportions. Time.Com

,

1.

Waldman, K. (2013). GoldieBlox: Great for Girls? Terrible for Girls? Or just Selling Toys? Slate.com.

Retrieved March 4, 2014, from http://www.slate.com/blogs/xx_factor/2013/11/26/goldieblox_disrupting_the_pink_aisle_or_just_ selling_toys.html

.

Goldie Blox and The Spinning Machine (2014). Amazon.com. Retrieved March 6, 2014, from http://www.amazon.com/Goldie-Blox-The-Spinning-

Machine/dp/B00BCXU3PQ/ref=sr_1_1?ie=UTF8&qid=1393609993&sr=8-

1&keywords=goldieblox .

Goldie Blox and the Parade Float (2014). Amazon.com.

Retrieved March 6, 2014, http://www.amazon.com/Goldie-Blox-BT002-Parade-

Float/dp/B00FY8BXLS/ref=sr_1_2?ie=UTF8&qid=1393609993&sr=8-2&keywords=goldieblox .

GoldieBlox v. Beasties. (2013). Advertising Age, 84(42), 3.

IBISWorld (2014, January). Toy, Doll & Game Manufacturing in the US Industry Report. Retrieved

March 10, 2014, from IBISWorld database.

Marketline (2012). United States-Toys & Games.

Retrieved March 10, 2014, from Marketline database.

Women's Earnings and Income. (2013, September 18).

Catalyst.com. Retrieved March 6, 2014, from http://www.catalyst.org/knowledge/womens-earnings-and-income

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Appendix A: Competing Brands’ Advertising Creative

I. The Lego Group

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Appendix B: Consumer Insight

GoldieBlox Survey Questions

The goal of Goldieblox is to provide girls with the tools they need to build things and get girls building (goldieblox.com). The company wants to inspire the future generation of female engineers by designing a construction toy from the female perspective, which includes a book to help girls build the machine step-by-step (goldieblox.com).

Survey Questionnaire #1

1. Participant: M F

Female

2. Participant age

34

3. Number of children, gender and age

1- Daughter, 3 years

4. How often do you shop for toys in the store? Online?

I’m the manager of a toy store. I never shop for toys online.

5. Have you heard of GoldieBlox?

Yes

6. Have you ever purchased GoldieBlox? If so, who was it for?

No

7. How would you describe how GoldieBlox would fit into your (or your family’s, or your daughter’s) day?

If she’s in to that sort of thing. Right now she’s not into building. Right now she’s into dress up and dramatic play.

8. For what reason does GoldieBlox appeal or not appeal to you?

I like the idea of it. The customers who’ve bought it seemed to be satisfied with it.

9. In your opinion what’s special or outstanding about GoldieBlox? Such as the concept, storybook included, visually appealing, I think my daughter would enjoy it, ext.

The fact that it not only is a toy but has a book and story behind it is cool. And the concept of it being an engineering toy is appealing as well

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10. What kinds of things does your daughter do for fun/ in her free time?

She dresses up, plays with dolls and pretend plays. Also games, spatial recognition, educational toys that focus on letters. Also likes to watch movies, sing and basically anything that will grant her an audience.

11. Currently, what do you think of brands like Lego and Barbie in relation to your daughter?

I hate Barbie. It does no good, all harm. They’re terrible. It’s an impossible image to live up to. I do Groovy Girls instead because they look more like girls. I’m fine with Legos.

Educational Legos have gotten much smaller. Most of my daughter’s friends are boys so she plays with Legos.

12. Does your daughter currently play with stereotypical “boy” products? If yes, which ones?

Lincoln logs, Legos (we have sets from before they split into this boy/girl thing with

Lego Friends), K’nex.

13. In your opinion, does your daughter enjoy math and science more or reading and writing?

She definitely enjoys reading and writing more. It’s probably more emphasized in our household. We read every night but recognize that she doesn’t get much math or science so we try to practice counting with her, mosaic and pattern recognition. She loves telling time.

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1. Participant: M F

Female

2. Participant age

36


2 – both female, ages 4 & 7


In the store – frequently (maybe1-3 x/month) online – maybe 3-4x/year


Yes


No


My older daughter loves to design and invent things. She loves to take apart broken appliances (she has done this with an alarm clock & a dehumidifier) to see if she can understand how they work. I can see her enjoying building the GoldieBlox once, but then not doing anything with it again.


It appeals because of the idea – getting girls interested in engineering. I don’t think there are enough toys, etc like this for girls. The toy itself didn’t appeal because when I looked at it, I didn’t see her playing with after it was built.


The concept. It is unique and I don’t think there is another product like it.

10. What could be improved about GoldieBlox?

Having the customer understand how it can be used time and again. Like with legos, you know they can deconstruct things they build and create an unlimited number of new things.

11. What brand(s) of toys do you buy? Do you have a favorite brand, and what makes it different from and better than other brands?

Various brands: Lego, Melissa & Doug, K’nex, etc. Don’t have a favorite brand – I just try to look for a quality product and that is was made by a company that is environmentally conscious and reputable. That is one reason I like to shop at

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Imaginations Toy Store. Paula researches her companies and only buys from ones that treat their employees & the environment well.


Legos encourage creativity and building. My daughter loves playing with them and designing different items. We tend to buy the large buckets rather than a particular set where you build something according to specific instructions. I do not like Barbies (I refuse to buy them) – they have a totally unrealistic size and body shape and I am still upset about the one that said “Math is hard.” Not the model I want to have for my daughter.


Lincoln logs, Legos (we have sets from before they split into this boy/girl thing with

Lego Friends), K’nex.


She enjoys both. She loves to read and often reads for 1-2 hours every evening before bed and has journals that she writes her own stories in. She is also very good at math and is on the chess team at her school. She has several logic puzzle books and science experiment kits she plays with.

15. In a typical day what does your daughter do in her free time? Play sports, watch tv, build puzzles, ext.

She reads, sews, does puzzles, plays with her legos, plays soccer, rides her bike, builds forts, plays board games, etc

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1. Participant: M F

Female

2. Participant age

35


2 – one girl (3 yr old) and one boy (5 yr old)


Shops often online because the toys are cheaper but not so much in stores.


No


No


I would buy this for my daughter. It seems interesting.


I like that the princess is incorporated into it. My daughter really likes princesses. But I also think the idea of it teaching children about engineering is an interesting aspect for the toy.


N/A- didn’t ask this question


Nothing


I buy dolls and Disney princesses. Daughter’s favorite princess is Snow White.


Think that these are good brands. Daughter is more into Disney princesses than Barbie, but son has Legos which the daughter sometimes plays with

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Legos and sometimes toy cars


She seems to not be partial to either. They read 2-3 books a day, but the daughter can also count.


Her favorite thing to do is pretend to be a princess

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1. Participant: M F

Female

2. Participant age

39


2 – twins! 1 boy and 1 girl. Both 9 yr. old


During the holiday season I do a lot more toy shopping. In general I’ll take my kids to

Toy’s R Us if they’ve been good. If they’re going to a birthday party I’ll usually look online for a toy. But I don’t buy toys too often.


Yes


No but it seems like a toy my daughter would enjoy! Maybe I should look more into it.


I can possibly foresee my daughter playing with something like this. She isn’t typical in that she doesn’t play with toys for an extended period of time. Partially because she isn’t home very much and partially due to the fact that she’s more entertained playing with her brother.


I love the fact that it’s a toy, but it’s also attempting to get young girls interested in subjects they’re generally not exposed to. I feel like toys such as Barbie promote beauty over intelligence which I don’t like as much.


Just the entire concept of it. It’s a toy, but it serves a high purpose and I think that makes this product very unique. I know there are other products out there that aim to incorporate fun and education, but this one is very specific- girls and engineering.


The toy looks dumb, not going to lie. I’ve seen the commercials and I think if the toy was more like a contraption similar to the one (but obviously not as extreme as) the one in the commercial. There’s a board game called Mouse Trap or something like that and I think if GoldieBlox made a toy where you had to build something like that it would make the product more appealing.

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As bad as this sounds I do buy my daughter Barbie. She also has many books and dress up clothes and stuffed animals. I think she enjoys the stuffed animals most, oddly enough.

For my son he loves Hot Wheels, Action figures and Legos. He watches a lot of TV as well, but not my daughter so much.


I definitely don’t like the fact that Barbie is so unrealistically skinny and beautiful but my daughter loves Barbie. Legos on the other hand, I like a lot. They allow my children to be creative and imaginative.


She plays outside a lot and will play soccer if that counts as a “boy” toy. But she

ALWAYS wants to play with her brother so she’ll do whatever he’s doing which is most likely playing with his “boy” toys. I think they play with action figures a lot and Legos.

But they’re outside most of the time.


Reading and writing hands down! She loves writing and won’t go to bed until we’ve read a book together. I think she struggles in math and I know for a fact that she hates science.

She’s in the advance “English” class at school, but the regular math and science class.


She’s at school for the majority of the day and then after that she goes to daycare. At daycare they do homework for most of the time. Towards the end of the day they go outside and play until I pick them up. Then at home she’ll either play with her friends in the neighborhood before dinner or just hang out with her brother. Sometimes she has cheer practice.

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1. Participant: M F

Female

2. Participant age

35


2 – one girl (4) and one boy (6)


I don’t shop for toys very often. Usually just during special occasions like holidays or birthdays. But when I do shop it’s generally online because it’s more convenient, but if I need a last minute gift then I’ll go to a local toy store.


Yes


No


I could definitely see my daughter playing with something like this. She likes to put things together especially when it comes to helping her brother piece together one of his toys. But I can foresee that once this is done I’ll have to take it apart for her to do again because there doesn’t seem to be much to do after it’s together.


The idea is definitely interesting and unique. I really like the fact that this company is encouraging girls to become engineers/ get more into math and science. But just looking at the product it doesn’t seem like something that will turn my daughter into an engineer.

It seems simplistic.


The fact that the toy has a story behind it and cute characters is intriguing. I also do like the concept behind it.


Maybe if it had a little more depth to it. I’m just not sure anyone could be that entertained pulling a ribbon.

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For my daughter we buy Barbie, dress up clothes, play kitchen toys, books, math flash cards just among some of the other things. She really enjoys playing pretend kitchen! My son on the other hand is all about Legos and this roller coaster that you have to construct.

My daughter actually will always join in and help my son put together this roller coaster.

It’s one of those things that you have a car that you drop onto it.


We’ve had only success with Lego. I hate when I find them all over my house and step on them, but my kids love the ability to create whatever they like. They like playing pretend. I don’t really enjoy the idea behind Barbie, but my daughter likes the dolls so as long as she’s happy I’m happy.


Yeah, like I said before her favorite is that roller coaster, but sometimes when her brother is playing with his toys like action figures or Legos she’ll join in.


I’d say she probably enjoys reading and writing more. We read every night which she loves, but we got her Baby Einstein videos to help with math and science. She really likes those as well, but I think she likes reading more.


She’ll either play pretend with her brother or myself. She goes to dance practice or soccer practice depending on what season it is. She loves being outside with her little friends and going to the playground. She’s a very active child for the most part.

16. The toy is currently priced at $29.99. At this price point does the product still appeal to you?

I think that $30 for a toy is relatively reasonable considering that some versions of Legos cost upwards of $100! That price would not deter my decision to buy.

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1. Participant: Female

2. Participant age - 32

3. Number of children, gender and age – 2 daughters, one is 3 and the other is 5 years old


I do the majority of my toy shopping online via Amazon or other product specific websites. I usually never go out of my way to go a brick and mortar store for toys specifically unless I’m there for another reason, i.e. walmart or target.

5. Have you heard of GoldieBlox? Yes, but not really familiar with the brand or the products.

6. Have you ever purchased GoldieBlox? If so, who was it for? n/a


I work long hours and am on call most of my off hours so I really look for toys that can hold and retain my daughters attention, more than that of a Barbie doll or toy. I think these products can help with my daughters attention span and help them to be more creative and imaginative.


I think these products are appealing, but the price is a little high in comparison to other building toys.


I think my daughters would enjoy it, they are both what I would consider “girly” so I definitely think they would enjoy the storybook and how it relates to the actual toy. I personally like the entire concept, being that I am a doctor I would really like to push my daughters to be the best they can be and I feel that any thought provoking activity is good for them rather than simple television or the traditional Barbie doll.


I don’t think there is enough advertisements and awareness of the product to verify the higher price.


I try and mix things up, I am by no means brand loyal. It’s really what the girls like and what I feel will be beneficial to them in their development. I have bought them toys ranging from Barbies and dress up clothes to lego’s and toy cars, all with the anticipation that they would by enjoyed by my daughters

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I think lego’s are great, I grew up playing with them and I’ve made sure that my daughters also have them, although they haven’t been too interested quite yet… I do feel as if Barbies portray a negative image of women and I try and stay clear of those toys for the most part


I don’t think that either one of my daughters play with what I would call a “boy” product.

I think they definitely favor more girl specific toys.


My youngest daughter is a little young still, but my older daughter definitely favors reading and writing. She can not get enough of reading at the moment, hence why I believe that the storybook in addition to the building toys would encourage her to explore math and science a little more.


My daughters typically spend the days with either my mother or my mother in law so they don’t get much physical activity with either of them, so instead they usually play dress up or games with their grandmothers. I think Goldieblox would be a nice change even for my mother and mother in law, I think they would enjoy the product probably more than my daughters.

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1. Participant: Female

2. Participant age - 39

3. Number of children, gender and age –

2 daughters. One is 6 and one is 9


Definitely do most of my shopping online- it’s so much more convenient. If I happen to be in a store like Target that has a toy section then I’ll check it out, but most likely I won’t go to a store just to shop for toys.


I first heard of it when I saw the Super Bowl commercial. I was actually surprised that I had never heard of it before because a lot of my friends had.


Haven’t ever purchased


When they get home after doing their homework during their play time.


I’m always conscious of my girls’ education and for that reason, this product appeals to me.


Like I mentioned, I value education and think that the emphasis that this toy places on that is impressive. My girls are by no means engineers, but I’d love for them to become more interested in that type of stuff.


I don’t personally have any experience with GoldieBlox so I don’t think I can confidently say what can be improved. Looking at the picture though the toy seems relatively simple, but then again, it is for young girls.


They are very girly so I buy them play houses, Barbies and play clothes. Besides Barbie they don’t have very many “brand name” toys. My daughters are pretty simple and not

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influenced by brands at this young age (thank the lord!). Apart from that they really enjoy puzzles, but they’re generally themed so either princesses or tv shows.


I don’t buy Legos for my daughters because they don’t appeal to them at all, but they do like Barbies.


Nope.


The older one excels at math and science. My younger one just tries to copy what the older one does so she’s trying to get more “into” math.


They both take gymnastic lessons. But usually they just come home and do their homework and then watch tv or play pretend with each other

16. The toy is currently priced at $29.99. At this price point does the product still appeal to you?

Yeah

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1. Participant: M F

Female

2. Participant age

32


1, Female, 5 years old


We usually only shop for toys when we are out and already around toy stores. Around once or twice a month.


No


No


It sounds like a product that could potentially be beneficial to my daughter’s growth. It is something that I will look into now that I am aware of it


I think it appeals to me because it offers my child something different than what normal young girls are usually given. It’s always good to explore everything that there is.


I think my daughter would enjoy it mostly because of the fact that it does follow a story.

It’s not just simply building things.


It looks great to me, honestly. I think its just the fact that it seems like a new product and some people might not know about it yet.


We don’t typically just buy certain brands. If it looks like something our daughter will enjoy, we consider it.

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They both seem to be very popular, and she actually currently plays with products from both of those brands


Lego would be the closest that would maybe referred to as a “boy” product.


I would say in terms of preference, reading and writing would probably be more enjoyed.


She has done many different things, but day-to-day it’s usually TV and Soccer

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Brand and Consumer Research

Advertising: Spring 2014

Group 6:

Susan Hong

Cat Goergen

Kendall Hymes

Miles Hayter

Tyler Hargis

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Brand and Consumer Research

Advertising: Spring 2014

Group 6:

Susan Hong

Cat Goergen

Kendall Hymes

Miles Hayter

Tyler Hargis

Related documents

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