B. Toys

You know, for kids.

I was lucky enough to create this brand from scratch with art director/designer Andrea Becker, toymaker/marketing genius Gisela Voss, and many other incredible people.

“B. You” was the brand motto. Without a media budget, we knew we had to make owned media work overtime, so we used it all—right down to the UPC codes.

Packages told the story and invited moms into a vibrant social media community. Children’s quotes, gathered from these moms, became the cornerstone of the brand, allowing the entire community to feel ownership. A onesie giveaway event went viral, broadening our reach exponentially, while an effective blogger outreach program deepened relationships making this oddball toy company a mom favorite.

A charity component to the branding has helped build more than 50 schools in Haiti and Kenya, where many kids are not so lucky as the ones who play with B. toys. That is one of my proudest professional achievements, and I was honored to visit Haiti to help document several of the schools in various stages of development.

AD and Designer: Andrea Becker

Toymaker and Designer: Gisela Voss

Agency: DoodleDo