REINVENTING A CLASSIC FOR A NEW GENERATION OF CHILDREN

Challenge

Define themes and segments that engage today’s four- to eight-year-olds and earn parents’ trust for the relaunch of a TV programme that was a major hit in the 2000s.

Approach

We co-created a play space where children could freely explore themes and programme segments and express their views non-verbally, allowing us to assess their potential. We complemented this with conversations with parents to understand their expectations and boundaries around children’s entertainment.

Outcome

The insights guided content production and reinforced the brand’s positioning as an ally of contemporary parenting.