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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.
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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