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Overview Company Image (both projected and received) Target Audience (Primary & Secondary) Competition (Primary and Secondary) Visual Breakdown of competition (Logo, Colour, Imagery, Style etc.) SWOT Analysis PEST Analysis Summary

Radio Flyer Overview * the largest producer of wagons and tricycles in the U.S. * an American§ toy§ company, found in 1917 in Chicago, Illinois * best known for their popular red toy wagon§ * Also produces scooters, tricycles, bicycles§ In 1917,started building wooden toy wagons in Chicago§ , selling them to area shops In 1930, the company was renamed Radio Steel & Manufacturing, produced steel-bodied wagons and used assembly line manufacturing techniques. From 1942–1945, produce portable five gallon Blitz cans§ for the US Army§. In 1987, Radio Steel changed its name to Radio Flyer after its popular flagship little red wagon Today, produces a wide range of children's products

Company Image projected When Antonio Pasin started Radio Flyer in 1917, his dream was to "bring joy to every boy and every girl". Today, the Radio Flyer family continues that tradition by building safe, quality toys that spark imagination and inspire active play. From the original little red wagon to current wagons, tricycles, scooters, and other ride-ons, our toys bring smiles to children and families around the world and create warm memories that last a lifetime. "Our goal was that when customers see our tricycle, they'd say, 'That was the tricycle I had as a kid,' even though it wasn't, because we didn't make tricycles when they were a kid”

received 1. Quality and technical problem Of course there were a few downsides to the wagons. For example, delivering newspapers in the

winter was a tough go when people didn't shovel sidewalks. Talk about getting stuck. The most awful would be dealing with deep snow on Sunday mornings, especially during the holiday shopping season. Boy, that's when you needed to recruit a friend or two, who had an extra wagon. As a last resort, waking good old dad at three in the morning with tears in your eyes might work once in a while. Having pop and a warm car was a treat. It also made the route go quicker. Certainly other problems were the mechanical type. A broken or wobbling wheel was tolerable unless the cotter pins snapped. A piece of wood might give you temporary relief to finish the route. But a visit to the Badger Paint Store (later Coast-to-Coast) was in order if you wanted to avoid a new investment. Of course the worst breakdowns occurred when the handle would snap loose from its hinge. The only repair that helped keep things rolling was taking the twine from a bundle and making a makeshift lever. But that took its toll on the palms. 2. Consumers have an emotional attachment to Radio Flyer people have such a great emotional attachment to the wagons because so many people grew up with them, and the wagon is such a simple, enduring product. Often times, a Radio Flyer wagon was part of a kid’s first adventure, and the wheels represented motion, freedom and imagination.

10 Target Audience The parents: Interested in - toys for kids Age: parents who have 1.5 - 7 years old kids Social class: middle to high class Geographical location: Worldwide, especially American The retired: Interested in - gifts for kids Age: 65 and over, or the grandparents who have 1.5 - 7 years old grandchildren Social class:middle to high class Geographical location: worldwide, especially American The kindergarden equipment buyer: Interested in - outdoor activity equipment Age: adult Social class: middle to high class Geographical location:worldwide, especially American

Visual Breakdown Logo Current


Color: main color is RED Reason: 1. Italian love red "It is because my grandfather was an Italian immigrant and all Italians love the color red — think Ferraris, spaghetti sauce, and wine." 2. Excitement and speed "kids love the color red because it is synonymous with excitement and speed — think fire engines, sirens, and race cars." 3. Passion, life and love "red connects with people deeply because is communicates passion, life and love — think hearts, roses, and cupid." 4.People loves red “The fact is red wagons always sold the best” Style: Happy, excitement, love, metal texture Typography: Classic, speed, cheerful

SWOT Analysis: 11 STRENGTH * The first company produces toy wagon in the world * Made by steel ---- firm * Consumers have an emotional attachment to Radio Flyer

* Enable kids to do more outside exercise * An American icon * Promote the relationship between parents and children * Looks cool * Kid’s first adventure toy * Remind consumers of their childhood * Environmental-friendly

WEAKNESS * Products are not variety * Not in touch with the external environment * Haven’t develop the material * Too big to store * No safe when children play by themselves

OPPORTUNITIES * To make children happy * To increase the impact of the American toy industry * To make children leave the electric products * Enhance relationship between parents and children * To became a symbol of American/American toy

THREATS * Children may get hurt when they riding wagons * Children more likely to play electronic toys * Will be take place by plastic wagon

PEST Analysis: POLITICAL: * Will other country accept American culture products * Is the design ethic * Does the design comply with copyright laws

ECONOMICAL: * How much money is the budget of the design * Does the expense of design over the budget *


* Are the color offensive to different cultures’ people *

TECHNOLOGICAL: * Can the material company use safer and lighter * Can the products install electric equipment

Competition Primary: Little Tikes: Little Tikes products are known for providing durable, imaginative and active fun. Products are manufactured in a wide variety of categories for young children, including infant toys, popular sports, play trucks, ride-on toys, sandboxes, jungle gyms and playgrounds, slides, pre-school development, role-play toys, creative arts and juvenile furniture. Little Tikes' goal is to create and supply innovative products to customers and consumers around the world. To reach that goal, Little Tikes' associates' actions are guided by the principles of Customer Satisfaction, Teamwork, Innovation, Marketing and Continuous Improvement. TARGET AUDIENCES The parents: Interested in - toys & baby products for kids Age: 30 and over, or the parents who have 0 - 5 years old kids Social class: middle to high class Geographical location: Worldwide The retired: Interested in - gifts for kids Age: 60 and over, or the grandparents who have 0 - 5 years old grandchildren Social class:middle to high class Geographical location: worldwide

Plastic texture logo without image, friendly and cute typeface, use red and blue which is cheerful.

Step 2:

Step2 makes high quality toys which encourage creative play, as well as innovative home and garden products. The mission of Step 2 is to be the leading innovator of children's products that build imaginations and enrich the family's celebration of childhood.

TARGET AUDIENCES The parents: Interested in - toys for kids & exercise equipments for kids Age: 35 and over Social class: middle to high class Geographical location: Worldwide The retireds: Interested in - gifts for kids Age: 65 and over Social class:middle to high class Geographical location: worldwide The kindergarden and primary school equipment buyer: Interested in - outdoor activity equipment & classroom equipments Age: adult Social class: over middle class Geographical location:developed countries

Imaginative typeface, Secondary: The active toy: The active toy is a family-run business that has been bringing active fun to homes and gardens all over the UK (and parts of Europe!) since 1990.

The Active Toy Company has grown considerably over the years and now sells many different brands of outdoor and indoor toys as well as producing our own range of premium timber play equipment, supplying an efficient and convenient installation service and a bespoke design service which allows you to get exactly what you want and make the most of your garden. mainly sells Garden swings, slides and climbing frames The typeface looks like moving which matches the product they sell.Using green because they mainly sell garden toys. Also use dots and lines to create movement.

SensoryEdge : SensoryEdge started with therapy products and soon expanded to include products that helped kids in every area of their lives. My children spent a great deal of time at school, Indoor play areas, and out in the community. Watching them in these environments made me realize how important it is to create kid friendly spaces. As a result of this insight we added table and chair sets, educational area rugs, play cubes, wall decor, and other items that fit in homes, schools, daycares, hospitals, and lobbies everywhere.

mainly sells kids furniture, room toys , classroom furniture

Summary 路 modernize a classic company while still keep a vintage feel 路 give people a cheerful feel 路 have relationship with speed, imagination and memory


logo design

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