Recruiting Droid Inventors
a toy startup reveals a Star-Wars themed droid inventor kit and works with YouTube kids to nurture STEAM learnings and bridge the gap with gender neutral toys.
The Droid Inventor Kit lets kids build their own versions of R2D2 from “Star Wars” while letting parents feel like their children are learning to code.
CLIENT
LittleBits
CATEGORY
Content | Social| Influencer
LittleBits, a toy startup that combines Lego building with electronics and coding, had the newest must-have toy for the holiday shopping season: the Droid Inventor Kit. The kit lets kids build their own tricked-out R2D2 droid from the Star Wars movies. The brand needed to stand out against industry giants during the busiest time of the year for both advertising and retail.
Instead of relying on TV ads like most toy brands, LittleBits opted for YouTube ads, social media posts, and videos created by kid influencers. LittleBits partnered with Fullscreen to broker deals with child YouTube stars like EvanTube, who’s known for unboxing toy videos and generated over 700,000 views for the Droid Kit alone. There was also content on sites like Fatherly and ads on podcasts. And it landed the coveted number 2 spot on Amazon’s holiday toy list.