Smyths: Research and Brand Strategy

Smyths Toys, the leading toy retailer in the Irish market, has real heritage having started as a family-run newsagents in Claremorris, Co Mayo, almost 100 years ago. This research and brand development strategy project was prompted by the need to evolve this existing brand to protect its competitive positioning in an increasingly saturated toy and game market.

When this research was commissioned in 2005 the toys and games sector faced many challenges — fluctuating birth rates, ever-increasing pressures on children’s spare time and the fact that children are progressing through childhood faster than ever — as well as pressure on margins brought about by increased competition.

An extensive combination of internal and industry expert interviews, focus groups with parents, in-store visits with children, a communications review and store audits culminated in recommendations for brand development initiatives that were based on unique consumer and industry insight.

Research findings highlighted that the name and brand mark should be retained to capitalise on existing nostalgia and equity. However we recommended that the name and logo should be evolved and revitalised to communicate more effectively with the target market. We also recommended that the perceived benefits of the Smyths warehouse retailer proposition should be retained but its relevance deepened by developing a positioning based on ‘play’.

The research findings were delivered in early 2006 and an evolved Smyths brand mark and supporting brand toolkit elements were designed. In-store brand development and roll-out is ongoing.