TOY KINGDOM REBRANDING

OBJECTIVES

Our aim is to use the budget to make biggest impact to improve Toy Kingdom. The improvements we intend to make will enable us to: • Utilising sightlines and walkways to take

customers on a stimulating journey through the department

• Maximise sales by making locations of genres, brands and products easy to find

• Create a narrative by adding features and details that will make Toy Kingdom an unforgettable experience

• Add the fun factor back into toys

INSPIRATION - COLOUR

INSPIRATION - WOODLAND

MAP

COLOURS

BOYS

GIRLS

CONSTRUCTION

PRE SCHOOL READING ROOM & SOFT TOYS

EXHIBITION AREA

UNISEX

CANDY SHOP

Improve customer flow by using guide customers around the department and into different areas

To show how the colour scheme will work with green currently in the department.

COLOURS

COLOURS

Tomei: Price to spray fixtures 1) To provide protection to all areas and rub down and prepare surfaces to allow re-spraying of front elevation of cupboard units and drawer front to all shop-fit units within the 3rd floor Toy Department. All works carried out of normal hours. For the sum of………………………………………………… £27,600.00

Improve customer flow by using guide customers around the department and into different areas

Alternative options to the current green in the department.

Improve customer flow by using areas

WALKWAYS

Improve customer flow by using coloured walkways to guide customers around the department and into different areas.

COLOUR ZONING

Improve customer flow by using areas Zoning the areas with different coloured floors and using the balloon lights on the ceilings in different colours.

COLOUR ZONING

PERIMETER

Improve customer flow by using painted to guide customers around the department and into different areas

Improving sightlines by introducing a perimeter signage system that will run around the top of fixtures to enable customers to locate products easily and quickly. Illuminated header per meter - £250.00 Non per meter - £200.00

FIXTURES

Improve customer flow by using to guide customers around the department and into different areas

Adding pattern to current fixtures. Using drip marks on the corners co-ordinating with the colour zones.

FIXTURES - RISERS

Improve customer flow by using painted to guide customers around the department and into different areas

Creating new risers for the low tables long and small so they are easier to merchandise and keep consistent throughout the whole department.

SIGNAGE

Improve customer flow by using painted to guide customers around the department and into different areas

Balloon lights to be used as signage to make it obvious where brands and departments are.

SIGNAGE

Improve customer flow by using painted to guide customers around the department and into different areas

Using lighting and lit signs for branding and signage throughout the department.

BRANDING

Improve customer flow by using to guide customers around the department and into different areas

Box branding as seen in the Disney store. Sits on a shelf and is a clear and affordable option to add branding

and visuals to the department.

TILLS

Improve customer flow by using painted to guide customers around the department and into different areas

Making the tills more exciting cladding them in different materials. Using books in the reading room then Lego near the preschool area. Using neon signs as part of the signage so they are bold bright and exciting.

TILLS – COLOUR AND GRAPHICS

TILLS – LEGO THEME

DEMONSTRATION UNITS

INTERACTIVE EXPERIENCES

Improve customer flow by using painted walkways to guide customers around the department and into different areas

Interactive balloons, balloons light up when cord is pulled.

INTERACTIVE EXPERIENCES

Improve customer flow by using painted walkways to guide customers around the department and into different areas

Itouch sensitive map of Toy Kingdom, interactive music, art and games for children to play on.

GRAPHICS PACK

WOODLAND THEME READING ROOM & SOFT TOYS

Improve customer flow by using painted to guide customers around the department and into different areas

Using master wish maker to create a low tree house that can have stock inside. Playing on the reading theme by using books as chandeliers. Possibly introducing a furniture brand.

WOODLAND THEME READING ROOM & SOFT TOYS

Improve customer flow by using painted to guide customers around the department and into different areas

Removing the main circular fixture in the reading room. Creating a woodland theme with animal shaped fixtures for soft toys and books. Move the current yurts into the area and decorate with colourful string.

READING ROOM

Improve customer flow by using painted to guide customers around the department and into different areas

TRANSFORMED YURTS CREATE READING PODS WITH SEATING FOR CHILDREN. WOODLAND ANIMAL FIXTURES WITH COLOURED SHELVES TO STOCK BOOKS AND SOFT TOYS CROSS MERCHANDISING PRODUCTS

Improve customer flow by using painted to guide customers around the department and into different areas

SECRET READING ROOM

Secret reading den. A space for kids to discover through a hidden door or bookcase and read their favourite books.

WOODLAND FANCY DRESS

Improve customer flow by using painted to guide customers around the department and into different areas

FANCY DRESS

Cross merchandising products with the fancy dress items. Tree rail fixtures carrying on the woodland theme. Changing rooms tents in the forest. Interactive mirror, LED catwalk and photo booth.

Improve customer flow by using painted to guide customers around the department and into different areas

Main focal point of the fancy dress area, create large exciting display cross merchandising product. Woodland theme and colour combined in this space.

LEGO

Improve customer flow by using painted areas Removing the black pods and painting the ceiling white. Having an London themed interactive wall to play on.

Introducing pick and mix Lego.

TOY CONCIERGE

Improve customer flow by using painted walkways to guide customers around the department and into different areas

Toy Kingdom By Appointment area creating a exhibition space to showcase the most exclusive products from Toy Kingdom.

TOY CONCIERGE

Improve customer flow by using painted walkways to guide customers around the department and into different areas

Toy Kingdom By Appointment area podiums with child friendly circular seating benches, exclusive products showcased on top, desks and chairs at the back to take orders.

TOY CONCIERGE

BIRTHDAY GIFTING

Improve customer flow by using painted to guide customers around the department and into different areas

Birthday gift service, personalised gifts, kids hampers, top toys recommendations and birthday cake service. Displayed on pop up demonstration units with bunches of balloons. Easily moveable to also feature in bespoke ordering areas.

CENTRAL FEATURE

Improve customer flow by using areas Made by The Master Wishmakers The shop/ garage will have room to stock products that can be changed with

different promotions and will also make a feature out of the large cars.

CENTRAL FEATURE

ENTRANCES

Improve customer flow by using painted walkways to guide customers around the department and into different areas

Secret door in bookshelf into reading room. Small kids and big kids archways at Escalator 10 entrance or fun rainbow slide for all ages.

ESC 10 FEATURE

Improve customer flow by using painted walkways to guide customers around the department and into different areas

Moving Ferris wheel that can hold merchandise changeable for different promotions and seasons. A balloon of each different colour above the Ferris wheel to identify departments. Coloured escalator to Toy Kingdom.