From Halbye Kaag JWT: the 2014 polyhedral folding carton for a “sad toy.”
It’s also a “plain-outside/colorful-inside” package providing an element of surprise when opened. (see: the Made Thought incense package)
I see no mention of it, but watching the video, the way it seems to snap back into position, I wondered whether the carton includes a magnetic closure.
More about the reasons behind the project and a video, after the fold…
A limited edition collector toy designed for Hamleys to promote their “digital orphanage for the world’s unused toys” — a high-concept “corporate social responsibility” (CSR) project.
In Denmark, millions of perfectly usable toys lie unused in people’s cupboards, carports and lofts or dumped at the local garbage depot.
This is not only bad for the environment, but it’s also a poor way to treat a loyal toy.
That’s why Hamleys – the world’s oldest toy store launched the long term CSR project: “The Toy Mission”. A digital orphanage for the world’s unused toys. A non-profit utility where people can meet their perfect playmate.
The logo for The Toy Mission was Sad Toy – An icon for the long forgotten toy in your basement.
Is it just me, or is there something a little bit tone-deaf about a tongue-in-cheek corporate social responsibility project? Maybe there’s nothing tongue-in-cheek about it. Is empathy for anthropomorphic toys a critical stage in childhood development? Maybe so.
The Toymission is not just an online hub for trading used toys, but also a CSR project designed to create awareness and engagement amongst the consumers in a generic market.
According to Halbye Kaag JWT, the website is growing…
The Toy Mission is growing organically via uploads of old toys to the site increasing the numbers every day. It has also created a new consumer behaviour instore as consumers are handing over their kid’s old toys for The Toy Mission when they buy new. In low season the Toy Swap includes a 5% discount on Hamley’s own toys creating a clear differentiation to their main competitor Toys’R’us.
…The end goal is to create a self sustaining platform that connects old toys with new playmates, reduces waste and makes kids happy. Because making kids happy is the most valuable position a toy retailer can own.
Right now the The Toy Mission website is not in operation, but in Danish there are these 3 sentences:
Toymission bliver opdateret. Det kommer tilbage både større og bedre. Tak for din tålmodighed.
Toymission updated. It comes back bigger and better. Thank you for your patience.