Fisher-Price has invested a multi-million dollar sum into a new campaign that invites grown-ups to look at the world through children’s eyes with the debut of its Let’s Be Kids initiative.
Let’s Be Kids includes a series of video spots that feature a cast of Fisher-Price toys from across the brand’s almost 90 year history, while tapping Hollywood hero John Goodman to play the role of the classic farmer from Fisher-Price’s Little People Collection.
A hero 60-second brand anthem video sees Goodman walking through a fantastical world amid a landscape of iconic characters inspired by iconic toys such as the Chatter Phone and First Words Puppy. Additional spots focus on specific products and portray the magic of what a child is seeing and feeling while playing with toys.
The campaign launched in the UK on Monday, November 25 with a TV campaign supported by a weighty digital campaign across social media and mum influencer talent. The campaign will run through 2020 as Fisher-Price leverages “Let’s Be Kids” during its 90th Anniversary celebrations that will span Public Relations, events, digital and retail moments.
The campaign urges parents and grown-ups to ‘remember what it was like to be little,’ and ‘spend less time growing up and a little more time growing down.’
Chuck Scothon, senior VP-general manager of Fisher-Price says the push is a “multi-million-dollar investment” that will run for years.
“We needed to stay relevant, stay modern, and get people to feel the brand—not just be aware of the brand,” he said.
The spot was created by global independent creative company, Wieden+Kennedy, based out of Portland, Oregon, who worked collaboratively with Fisher-Price to design a spot that respects the way kids see the world, and their imagination – the opposite of appearing “childish.”