Tesco needed to position their range of early years toys as developmentally appropriate, but more importantly they needed to deliver on that positioning with a range that was truly great to play with.

Working with parents and their children – newborn to three years – we arranged a series of 'play mornings'. The children would self-select the toys and then the moderator would observe with mum to get to the root of the play value. Working with a total of 50 mums and 50 children we were able to define the features and benefits of the entire range.

Our educationalists then built a developmental proposition around the range and created the communication that would assure mum that a toy purchase from Tesco was a great one! The insights gained were then shared with the buying and design team, to enhance their capabilities during buying trips. Buyers were also trained on development by KI.