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TOYS
TOAD CREATIVE STUDIOS
Toad Creative Studios’ Blueprint for successful IPs Rossella Piccini and Paolo Stefi, from Toad Creative Studios, unveil the secrets to creating successful IPs - coherent universes that inspire emotional connections, evolve alongside target audiences, and withstand the test of time. Paolo Stefi
Consistency
Consistency is the golden key to successful IPs, essential for crafting narratives that reflect the brand’s values while staying true to the target audience. This crucial characteristic is strategically significant, challenging the competition and avoiding the risk of ephemeral duration. In today’s competitive market, brilliant ideas or captivating characters alone are not enough; IPs must evolve into living stories that endure over time. Consistency ensures continuity between past identity and future messaging, allowing exploration of new themes and channels - such as gaming, toys, and animation - while maintaining the property’s integrity.
Rossella Piccini Barbie exemplifies this approach. In the 1960s, she symbolized idealized female beauty, reflecting the era’s aesthetic ideals while also embodying female independence. Over time, Mattel has evolved Barbie, preserving her core message of female empowerment and adapting it to each new generation by embracing themes of beauty, careers, dreams, diversity, and sustainability. Consequently, Barbie has become a symbol of both aspiration and inclusion, staying true to her core values.