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Takara Tomy wanted to understand the types of content kids engage with and what drives their consideration and purchase of BEYBLADE. We undertook a seven day online forum with 15 parents and children aged 6-13 and set engaging tasks to establish how kids engage with brands and why these brands appeal.

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Then depth interviews were conducted to further explore their consumer journey and to gauge parents’ involvement in this path of discovery and purchase. Ultimately we were able to identify a new category of BEYBLADE users and made recommendations on how to engage these children across the video content they were choosing to consume.


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