Toy State, though a global leader in the lights, sounds, and action toy category, battles with very low name recognition in the domestic market. Focused on raising brand awareness during the 2009 holiday season, Allen & Gerritsen developed an integrated marketing platform that included a national television and online campaign. In developing the creative campaign, Allen & Gerrisen combined the elements of imaginative play and competitive spirit endemic to the target audience of boys ages 3 to 7. In doing so, Allen & Gerritsen was able to leverage the existing Toy State entities, www.mymotorisland.com, while reinventing the animated brand ambassador Ripp.
