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Working with the Velcro product development team and former Marvel & Lionel Trains CEO, Jerry Calabrese, we were asked to help launch a new toy line utilizing 
Velcro’s hook & loop system to enhance their consumer product marketing.Our Objectives
1)Leverage the Velcro® brand to create a new line of toy and hobby products that will occupy a dominant place in the consumer set of choices amongst similar products.
2)Develop an online presence for these brands that will facilitate the sale of these products both online and at retail.
3)Initiate a series of promotional initiatives to sell this product.
4)Build the human and systems infrastructure at Velcro® to deliver on this strategy.
We developed Velcro® Blocks™ as an EVA foam and plastic block line that turns the old concept of wooden blocks on its head. With Velcro® Blocks™, kids of all ages can safely engage in imaginative play and make anything from robots and unicorns to dinosaurs and race cars.
A Unique Origin Story
VELCRO® Brand products are recognized and loved around the world. They are used to adhere, affix, fasten and secure almost anything and can be identified by their iconic and reassuring fastening sound.
In 1941, Swiss engineer and inventor George de Mestral was intrigued by the burdock burrs that stuck to his dog’s fur as they passed by the unique plants on a hike.
Recognizing the potential of the unique fastening capabilities of the hundreds of microscopic “hooks” on the burr, de Mestral worked tirelessly to develop a process to translate the burdock burr’s fastening to textiles and creating what we now call hook and loop.
Today, hook and loop is everywhere. It began as an idea that became a fastening revolution born from ORIGINAL THINKING® and relentless curiosity.
The key to this product line is mom. VELCRO® Brand products have a well-earned trust from mothers who know that they are safe for their kids. Adding the fun factor makes these products even more attractive.
Grey Matter Direct’s design team created all of the packaging and collateral for the Velcro® Blocks™ line.
The brochures we created for the Velcro® Blocks™ as an EVA foam and plastic block toy line were used to explain the line to potential retail partners.
Emails were especially helpful in generating retail adoption of the line.
The Grey Matter Direct Team recruited social media influencers to unbox the new Velcro® Blocks™ products. Unlike with most of our influencer engagements, we had to work very carefully with the people who were unboxing Velcro® Blocks™ toys. VELCRO® Brand products are very unique, and the corporation rigorously enforces its brand guidelines so that it never loses control over its core IP.
The proof is in the play. Kids and moms love the Velcro® Blocks™ line!
If you would like to learn how the digital marketing team at Grey Matter Direct will put some fun into your toy marketing, call us today at: 856-465-6300 .