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WONDERTOYS
by THE EARLY CHILDHOOD DEVELOPMENT AGENCY (ECDA)
One man's trash is another child's trove of imagination.
The children's toy industry will never go bust.
Every year, we see new toys enter the fray.
Crazier inventions. More features. More lifelike.
More of more.
Yet, sometimes, the thing that captures our little ones' attention the most is...
a piece of string.
A leftover straw wrapper.
A rock.
And it's in these ordinary items that our children's imaginations truly flourish.
We created a series of videos highlighting that simple fact, coining the term "WonderToys" to refer to these everyday but powerful tools for imagination.
On social, we created mini quizzes to get the word out, and even put together PR kits that were filled with WonderToys and distributed to Key Opinion Leaders (KOLs) to get people talking.
And talk they did. We invited parents to share their kids' very own WonderToys and the submissions were altogether heartening and hilarious. We picked a few of our favourites, stuck them into a carousel, and awarded the parents with vouchers.
But hopefully the greater gift is knowing that growing their child's imagination is just a WonderToy away.
Executive Creative Director Guilherme Machado
Creative Director Khalid Osman
Group Head Anette Lok
Copywriter Natalie Goh
Art Director Gilda Lim
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