FATHERLY: THE PLAYROOM

FILLING THE TOYS-R-US VOID FOR MILLENNIAL PARENTS WITH FATHERLY

We worked closely with the Fatherly team from pre-sales and development to production of The Playroom. In partnership with LEGO, RXBar, and littleBits, the pop-up culminated in the Snow Cave of 100 Toys; an interactive representation of Fatherly’s annual editorial feature The 100 Best Toys of the Year. Unique QR codes were displayed throughout the space to create a discrete, pressure-free, shoppable environment for parents. Throughout the four-day pop-up guests enjoyed a packed programming schedule ranging from storytime and 3D printing tutorials to arts & crafts hour and performances. Santa even swung by for a photo op.