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ERECTOR VISUAL STRATEGY GUIDE

M11 | DEVELOPMENT—ROUND 2 Cody Medaris | GR 604 | Fall 2023

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BLUEPRINT OF CONTENTS

Blueprints of Our History

Current Brand Grid

Assembled Through Time

Future Brand Grid

BUILT THROUGH TIME

BRAND VISUALIZATION

The Original Logo The Nuts & Bolts of Our Narrative Shaping Tomorrow—Rebranding Objective New Mission Statement

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Personas

Current Competitors

INSPIRING VISIONARIES—PERSONAS

COMPETITORS

Adjacent Competitors Aspirational Competitors

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“BUILDING DREAMS ONE PIECE AT A TIME.” — EREC TOR BY MECCANO

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BUILT THROUGH TIME Blueprints of Our History Assembled Through Time The Original Logo The Nuts & Bolts of Our Narrative Shaping Tomorrow—Rebranding Objective New Mission Statement

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BLUEPRINTS OF OUR HISTORY Founded in 1911 by A.C. Gilbert, Erector,

Though the brand made its debut under

initially branded as “The Erector Set,” stands

Mysto Manufacturing, its global persona

as an iconic toy line that provides metal

resonates as “Erector,” a result of Frank

construction sets. Gilbert’s inspiration took

Hornby’s similar initiative in England. While

root upon observing the assembly of steel

Erector has seamlessly integrated contempo-

girders for power lines, leading him to

rary elements over the years, its core

design a unique toy allowing children to

philosophy endures: enabling learning

engineer their mini-structures. These versa-

through building. The brand champions the

tile kits allow both children and enthusiasts

mantra, “Building dreams, one piece at a

to design everything from buildings to

time,” and is driven by a mission to inspire

bridges, fostering creativity, hands-on

young minds to explore, innovate, and bring

learning, and engineering skills.

their imaginations to life. For Erector, each set is more than just a toy—it’s a portal to boundless imagination and innovation.

Invent the future —Meccano by Erector

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Foundational Ingenuit y: This authentic blueprint sketch unveils the original Erec tor Ferris Wheel, a testament to A.C. Gilber t’s revolutionar y approach to invention. Gilber t’s method was a blend of play and precision — carefully craf ting each piece to inspire future builders and ignite the imaginations of young engineers C O DY M E DA R I S / FA L L 2 0 2 3

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The brand modernizes with a significant redesign, integrating plastic components alongside its classic metal pieces.

1960’S

Erector makes its debut at the Toy Fair in New York City, capturing significant interest.

1913

Erector acquires the Erector brand, leading to a unified product line sold as “Erector by Erector” in the U.S., streamlining parts for compatibility across both brands.

2000

Erector introduces electric motors, enabling dynamic, moving models and enriching the building experience.

1950’S

A.C. Gilbert invents the “Erector Set”, pioneering a new era of toy construction kits.

1911

ASSEMBLED THROUGH TIME Rebranding Innovation: Tracing Erector’s journey from A.C. Gilbert’s revolutionary concept in 1913 to today’s reimagined identity, this timeline encapsulates the evolution of a toy that has shaped imaginations for over a century, marking significant milestones and the current a leap towards a modernized rebranding.

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Erector celebrates 125 years of building excellence with the launch of the Erector Maker’s Toolbox.

2023

Erector sets find a place in classrooms, reinforcing hands-on learning and applied engineering concepts.

2020

Erector by Erector launches new STEAM-focused designs

2017

Spin Master acquired the Erector Set by Erector construction set line.

2013

Erector unveils a fresh, inspiring look that celebrates creativity and learning in a modern way.

2023

The “Inventor Series” is unveiled, pushing boundaries in design and mechanical ingenuity.

2019

The award-winning Erectorid hits the market

2015

ASSEMBLING THROUGH TIME

BECOMES

2000

Meccano acquires the Erector brand, leading to a unified product line sold as “Erector by Meccano” in the U.S.

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THE ORIGINAL LOGO The Erector logo features bold typography and a simple color scheme, often incorporating elements like gears, symbolizing its focus on construction and engineering. Its clean, straightforward design reflects the brand’s emphasis on creativity and skill-building.

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THE NUTS & BOLTS OF OUR NARRATIVE: The Soul of the brand—

BUILDING DREAMS, ONE PIECE AT A TIME The soul not only reflects the tangible act of constructing with the toy sets but also alludes to the broader concept of fostering creativity, imagination, and ambition in young minds.

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BRAND DESCRIPTION Erector, established in 1911, is a timeless brand of construction toys that fosters creativity and learning through play. Known for its durable metal building sets, it allows young inventors to explore engineering and architecture, inspiring them to build their dreams into reality.

WHY THE REBRAND? Erector’s rebrand aims to extend its reach, modernize its values with a focus on STEM and sustainability, and introduce new products to engage a global audience and spark innovation across all age groups.

Invent the future

—Meccano by Erector

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SHAPING TOMORROW: REBRANDING OBJECTIVE

Q. How can Erector transform and empower a new wave of builders and thinkers? We needed to think about the old mission statement and build a new one around an updated strategy.

EVOLVE FROM AN OLD BLUEPRINT TO A NEW BLUEPRINT

ducing young minds to the wonders of

join pieces together, our new mission

engineering, one hands-on experience

aims to unite imaginative minds

at a time.

across generations and cultures.

Current mission statement: “To give today’s

Through the universal language of

young minds the tools to become tomor-

education, collaboration, and fun, we

row’s innovators. Erector by Meccano:

don’t merely construct structures;

Invent the future.”

we ignite innovation and foster a lifelong passion for learning.

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Just as Erectors beams and bolts

Erector was born from the vision of intro-

EVOLVING BLUEPRINT:

FOUNDATIONAL BLUEPRINT:

KEYWORDS

1. EDUCATION:

Nurturing growth and continuous discovery in the universal language of learning and fun.

form we introduced new keywords.

To help the mission statement trans-

REIMAGINE OUR MISSION STATEMENT Putting together the new mission statement comes from a combination of the new keywords. The Blueprint for a Brighter Future includes a new mission statement.

2. COLLABORATION: Bridging diverse minds across ages and backgrounds in a tapestry of shared creativity. 3. FUN:

Inspiring minds and kindling the fire of innovative dreams.

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NEW MISSION STATEMENT

INSPIRE IMAGINATIVE MINDS AND IGNITE INNOVATION BY BUILDING ON THE UNIVERSAL LANGUAGE OF EDUCATION, COLLABORATION, AND FUN.

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BRAND VISUALIZATION Just like individuals, brands have their unique identities. For Meccano, a Brand Grid serves as a visual map that encapsulates its essence. We invite you to discover where Meccano is now and where we envision our journey leading in the future. Current Brand Grid Future Brand Grid

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CURRENT This grid represent the current state of Erector as it is today. Erector, with its signature red hue, stands as a nostalgic legacy brand. Renowned for durable metal sets, it has long inspired hands-on engineering exploration and holds a trusted position in the toy industry.

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ERECTOR

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FUTURE This represents Erector’s vision for its future. Erector, in its evolution, will integrate cutting-edge technology with collaborative play. More than just construction, it will highlight the science behind each creation. With its electric blue palette, Erector aspires to be a symbol of creativity and modern learning for everyone. New Mission: Inspire imaginative minds and ignite innovation by building on the universal language of education, collaboration and fun.

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ERECTOR

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INSPIRING VISIONARIES—PERSONAS Just like individuals, brands have their unique identities. For Meccano, a Brand Grid serves as a visual map that encapsulates its essence. We invite you to discover where Meccano is now and where we envision our journey leading in the future. Personas

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PERSONAS Making profiles for our audience helps us know who we’re talking to. We look at what potential users think, especially about Erector’s mission. We focus on three main concerns: learning, creativity, and mixing different subjects. This helps us make our brand message better

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BY EXPLORING THEIR AREAS OF CONCERN AND MOTIVATIONS, WE GAIN INSIGHTS THAT WILL INFORM OUR BRANDING STRATEGY.

AREAS OF CONCERN

A. Educational Empowerment B. Creative Exploration C. Interdisciplinary Learning

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BUILDING EXPLORER JAKE

THE TEENAGE TINKERER

JAKE LEE Age 14 Student Denver, CO

EDUCATIONAL EMPOWERMENT (A):

• Jake enjoys playing with Meccano sets because they’re fun and also because his mom says they’re good for learning. • Jake enjoys Meccano sets because they’re fun when he plays with his friend who has them too. CREATIVE EXPLORATION (B):

• Jake loves to make different cars with Meccano sets because it lets him be creative and come up with new ideas. • Jake enjoys Meccano sets because he can build various things using just one set, and it lets him be as creative as he wants. INTERDISCIPLINARY LEARNING (C):

“Building and exploring with my hands makes me feel like a young inventor, combining fun with learning!”

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• Jake thinks Meccano sets are awesome because they let him learn about engineering and building all in one project. • Jake thinks Meccano sets are cool because they make learning fun and hands-on, which helps him understand different things at the same time.

CREATIVE CATHY THE ARTISTIC EDUCATOR

CATHY MULLER Age 38 Art Teacher Seattle, WA

EDUCATIONAL EMPOWERMENT (A):

• Cathy believes Meccano sets enhance problemsolving and critical thinking because they offer hands-on learning experiences. • Cathy uses Meccano sets in her lessons because she knows they can help her students learn about how things are built, like buildings and structures. CREATIVE EXPLORATION (B):

• Cathy encourages creative exploration among her students because she believes it helps them think creatively and think outside the box. • Cathy values creative exploration because it allows her students to explore unconventional combinations of materials and techniques, fostering a spirit of innovation and artistic expression. INTERDISCIPLINARY LEARNING (C):

• Cathy introduces Meccano sets into her art classes because she believes they inspire her students to think beyond traditional boundaries by exploring art and engineering intersections.

“Offering hands-on exploration, my classroom becomes a fusion of imagination, creativity, and collaborative learning.”

• Cathy integrates Meccano sets into her art classes because she envisions them as a way to foster collaboration and teamwork among her students

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HISTORY BUFF BEN

THE NOSTALGIC COLLECTOR

BEN MITCHELL

Age 65

Museum Curator New York City, NY

EDUCATIONAL EMPOWERMENT (A):

• Ben believes Meccano sets can benefit learning because, as a museum curator with a historical nostalgia for them, he sees them as a hands-on complement to traditional learning methods • Ben invests time in Meccano sets to gain a deeper understanding of history because they allow enthusiasts like him to interact with historical engineering concepts in a tangible way. CREATIVE EXPLORATION (B):

• Ben, as a nostalgic collector of Meccano sets, views them as creative tools because he believes they draw from the historical charm and innovative spirit of the classic sets • Ben values Meccano sets because they have the ability to bring historical engineering designs to life. INTERDISCIPLINARY LEARNING (C):

“History comes alive when we touch, build, and understand; blending the past with the present ignites innovation

• Ben values Meccano sets because he sees them as connectors between different subjects, making learning more intriguing and interconnected.

and imagination.”

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• Ben regards Meccano sets as valuable tools for learning diverse subjects because he appreciates how they allow enthusiasts to tangibly interact with historical engineering concepts.

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NATURE LOVER NAOMI THE ENVIRONMENTAL EXPLORER

NAOMI NGUYEN Age 35 Environmental Scientist Portland, OR

EDUCATIONAL EMPOWERMENT (A):

• Naomi values Meccano sets because they educate about sustainability and align with the brand’s focus on education. • Naomi likes Meccano sets because she believes they make learning about sustainability interesting and fun. CREATIVE EXPLORATION (B):

• Naomi likes Meccano sets because they help people learn about being eco-friendly and making things that last. • Naomi likes Meccano sets because they make her think of eco-friendly ideas and help people create things that are good for the Earth INTERDISCIPLINARY LEARNING (C):

• Naomi appreciates Meccano sets because they let her to explore topics from a unique perspective that enriches her overall knowledge base. • Naomi enjoys Meccano sets because they empower her to unite her love for nature with engineering principles, fostering a broader understanding of various fields.

“Together, we build not only structures but also a sustainable future.”

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TECH-SAVVY SAMI THE INNOVATION ENTHUSIAST

SAMI AL-HASSAN Age 28 Software Engineer San Francisco, CA

EDUCATIONAL EMPOWERMENT (A):

• Sami uses Meccano sets to enhance his engineering knowledge because he believes they empower individuals to grasp fundamental STEAM concepts. • Sami thinks Meccano sets help people of all ages feel more confident about STEAM subjects because they let individuals take control of their own learning. CREATIVE EXPLORATION (B):

• Sami values creative exploration with Meccano sets because he believes they can lead to breakthrough engineering solutions. • Sami experiments with Meccano sets in his free time because he sees them as a sandbox for creative engineering exploration. INTERDISCIPLINARY LEARNING (C):

“Confidence in STEAM learning is unlocked when imagination, collaboration, and hands-on exploration converge.”

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• Sami uses Meccano sets for interdisciplinary learning because he likes how they mix different STEM subjects together, making learning more interesting and connected. • Sami enjoys Meccano sets because they mix creativity and engineering in his spare time.

FAMILY-ORIENTED FRANK THE SUPPORTIVE PARENT

FRANK RODRIGUEZ Age 40 IT Manager Nashville, TN

EDUCATIONAL EMPOWERMENT (A):

• Frank gets Meccano sets for his children because he thinks they help them develop important skills. • Frank chooses Meccano sets for his kids because he thinks they make learning fun. CREATIVE EXPLORATION (B):

• Frank embraces creative exploration with Meccano sets because he views it as an opportunity to connect with his children while sparking their creativity. • Frank enjoys playing with Meccano sets because it’s a special time for him and his children to nurture their creativity and new ideas together. INTERDISCIPLINARY LEARNING (C):

• Frank engages in interdisciplinary learning activities with Meccano sets because he thinks Meccano sets can act as pathways to hands-on exploration of various subjects • Frank thinks Meccano sets are like windows to a world of learning fun for his kids because they can get curious and explore many things with them.

“More than playtime, it’s where education meets imagination and collaboration, making learning truly enjoyable for my kids.”

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04 COMPETITORS

Understanding the competition is vital for Erector as we craft and refine our identity in a constantly evolving toy landscape. As we embark on our rebranding journey, it’s not merely about updating our look; it’s about capturing the timeless essence of hands-on building and innovation that has always defined Erector.

Current Competitors Adjacent Competitors Aspirational Competitors

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COMPETITORS

CURRENT For Erector, the landscape of construction toys is an arena of innovation and creativity. Erector finds its place among brands, both past and present, each striving to inspire young builders to build using their hands in their own unique way.

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LEGO TECHNIC

FISCHERTECHNIK

Advanced building sets with real-life mechanics, targeting experienced builders.

Engineering-focused sets that emphasize technical concepts, popular in educational settings.

K’NEX

GEOMAG

Unique rod and connector system, allowing dynamic and flexible constructions.

Magnetic rods and spheres for versatile constructions, emphasizing geometric creativity.

TINKER TOY

ZOOB

Classic spool and rod system promoting open-ended creative play.

Unique snap, click, and pop pieces that allow for movable constructions.

MAGNETIX

LINCOLN LOGS

Magnetic pieces for snap-together constructions, offering a distinct building experience.

Wooden, notched logs for building, emphasizing nostalgic and traditional play.

VEX ROBOTICS

PLAYMOBIL

STEM-focused kits for building functional robots, emphasizing educational play.

Themed playsets for imaginative storytelling, offering a blend of building and role-play.

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COMPETITORS

ADJACENT —Science Experiment Kits

Engaging curiosity and promoting hands-on learning, these kits provide an experience where users can experiment, learn, and see tangible results. They cater to the cognitive stimulation and sense of discovery that Erector enthusiasts might appreciate.

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THAMES & KOSMOS

BE AMAZING! TOYS

Offers diverse science kits, emphasizing realworld application.

Provides kits that emphasize wonder and discovery.

SCIENTIFIC EXPLORER

Known for creative DIY kits that blend art and science.

Offers kits for young scientists, emphasizing discovery and hands-on experiments.

NATIONAL GEOGRAPHIC KITS

KIWICO

Merges education with hands-on experiments, offering a rich learning experience.

Subscription-based kits that blend art, science, and engineering.

ELENCO

DISCOVERY KIDS

Focuses on electronic kits, promoting hands-on learning and exploration.

Merges entertainment with educational kits.

SMARTLAB TOYS

GREEN SCIENCE

Combines art, science, and fun, offering a multidimensional approach.

Focuses on eco-friendly science kits, promoting both learning and environmental awareness.

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COMPETITORS

ASPIRATIONAL As Erector embarks on its rebranding journey, we’re not just looking at our present but our desired future. We’re inspired by brands that have seamlessly woven education, collaboration, and fun into their DNA. These aspirational competitors illuminate the path Erector aspires to tread, where imagination meets innovation.

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LEGO MINDSTORMS

SPHERO

Merging playful learning with robotics, Mindstorms resonates with Erector’s mission of education through fun.

Sphero’s playful coding approach embodies Erector’s mission of fun-filled education.

NINTENDO LABO

OSMO

Labo’s interactive gaming mirrors Erector’s vision of collaborative and imaginative play.

Osmo’s interactive learning tools inspire Erector’s vision of collaborative and imaginative education.

DYSON

UBTECH ROBOTICS

Dyson’s innovative designs inspire Erector’s quest for imaginative solutions

Ubtech’s humanoid robots reflect Erector’s aspiration to make innovation relatable and fun.

RASPBERRY PI

LITTLEBITS

Simplifying tech for all, Raspberry Pi aligns with Erector’s aim to make education accessible

littleBits’ modular approach resonates with Erector’s mission of building and collaboration.

ANKI COZMO

MAKEDO

Cozmo’s charm and tech inspire Erector’s goal to blend emotion with innovation.

Makedo’s sustainable play inspires Erector’s vision of innovative building with a purpose.

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APPENDIX AgFarmToys.com. “John Deere 380G Excavator Erector Set by Erector.” AgFarmToys.Com, 6 Sept. 2023, www.agfarmtoys.com/product/ john-deere-380g-excavator-erector-set-by-Erector.

Grid websites: https://www.acollectedman.com/blogs/journal/ derek-pratt-the-forgotten-watchmaker

Best Outdoor Jobs - U.S. News, money.usnews.com/careers/articles/ best-outdoor-jobs. Accessed 30 Sept. 2023.

https://elements.envato.com/ old-red-brick-building-with-iron-fire-escape-new-y-RHTCG3N

“Hornby Erector Patent Art 1906 Blueprint Poster by Ian Monk.” Fine Art America, fineartamerica.com/featured/hornby-Erector-patent-art1906-blueprint-ian-monk.html?product=poster. Accessed 29 Sept. 2023.

https://animalismblog.wordpress.com/2018/03/17/ the-owl-a-symbol-of-wisdom-or-foolishness/

“John Deere 380G Excavator Erector Set by Erector.” AgFarmToys.Com, 6 Sept. 2023, www.agfarmtoys.com/product/ john-deere-380g-excavator-erector-set-by-Erector.

https://www.campaignlive.com/article/ coca-cola-christmas-30s/1108708

“Erector 15-in-1 Super Truck Set.” A2Z Science & Learning Toy Store, 30 Sept. 2023, a2zscience.com/product/ Erector-15-in-1-super-truck-set/. “Erector Logo PNG Transparent & SVG Vector.” Freebie Supply, freebiesupply.com/logos/Erector-logo/. Accessed 29 Sept. 2023.

https://www.ebay.com/itm/303639804793

https://animalismblog.wordpress.com/2018/03/17/ the-owl-a-symbol-of-wisdom-or-foolishness/ https://www.istockphoto.com/photo/ imperfect-metallic-plate-scratched-vivid-red-paint-surface-close-updamage-texture-gm1135215501-301922040 https://www.pinterest.com/pin/104990235034429322/

Erector, www.Erector.com/en_us. Accessed 29 Sept. 2023.

https://www.excelsior-ltd.co.uk/plastic-manufacturers-manufacturing/

Erector. “About.” Welcome to Erector by Erector ® the Original Inventor Brand!, intl.Erector.com/about. Accessed 25 Sept. 2023.

https://shopee.com.my/ Rubbermaid-Shaker-Bottle-%28828ML%29-i.11095700.296918166

“Picture of Attractive Professional Young Caucasian Female in Casual Clothes Holding Palette and Pain.” Envato Elements, elements.envato. com/picture-of-attractive-professional-young-caucasian-LWWQ668. Accessed 29 Sept. 2023.

https://nymag.com/strategist/article/best-ergonomic-kids-deskchairs.html

“Set of Cute Clowns Boy with Various Pose.” Envato Elements, elements.envato.com/set-of-cute-clowns-boy-with-various-poseX524W8V. Accessed 29 Sept. 2023.

https://friendsnyc.com/products/ magic-rubik-s-cube-grinder-smoking-accessory-smoke-shop https://interiordesign.net/ designwire/25-innovative-ideas-shaping-the-future-of-design/

Sharifphoto, iStock. “A Display of a Large Collection of Toy Construction Set Parts From...” iStock, www.istockphoto.com/photo/ vintage-construction-set-parts-gm529953085-54086386. Accessed 29 Sept. 2023.

https://aboutmanchester.co.uk/ gender-neutral-robots-80-of-brits-say-yes/

“Spin Master.” Wikipedia, Wikimedia Foundation, 23 Sept. 2023, en.wikipedia.org/wiki/Spin_Master#:~:text=In%20August%20 2013%2C%20Spin%20Master,company%20in%20the%20United%20 States.

https://en.wikipedia.org/wiki/Albatross

Yec. “Council Post: Why Should You Have an Accountant for Your Small Business?” Forbes, Forbes Magazine, 14 Aug. 2020, www.forbes.com/ sites/theyec/2020/08/18/ why-should-you-have-an-accountant-for-your-smallbusiness/?sh=140a6465444d.

https://www.ebay.com/itm/394322633751

https://elements.envato.com/ cute-cartoon-boy-with-costume-clown-3d-set-GVTDBNT

https://elements.envato.com/carbone-fiber-background-P4AUCWK

https://offerup.com/item/detail/540119336 https://fye.vt.edu/about-fye/course-showcase/cos.html

https://www.csb.pitt.edu/cpcb-hackathon-2022/ https://www.pinterest.com/pin/5136987060417992/ https://hackaday. com/2013/02/26/a-respectable-electronics-bench-thats-not-a-painto-move/ https://www.invaluable.com/ auction-lot/3-vintage-1960s-model-airplanes-revell-upc176-c-b834641841

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APPENDIX

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