Brand Tone

Enchanting, Whimsical, and Premium

Brand Values

• •Imagination and Creativity
• •Quality and Durability
• •The Magic of Childhood
• •Inclusivity in Play

Best Practices

• •Use Story-Driven Language
• •Emphasize Premium Quality with Sensory Details
• •Speak to the Benefit, Not Just the Feature
• •Maintain a Whimsical and Positive Tone
• •Incorporate the 'Leading Role' Metaphor

Social Perception

Aspirational, high-end children's brand; perceived as a source of special-occasion or high-quality gift items; associated with beloved characters lending credibility; seen as a provider of tools for imaginative play, appealing to parents who value child development and creativity.

Copy Examples

• •Unleash the legend. Our new Mythical Dragon costume isn't just for play; it's for epic tales waiting to be told. Crafted with shimmering scales and fearsome wings for countless soaring adventures. Where will their imagination take them first? #StartYourAdventure #ALeadingRole
• •Unwrap the Magic ✨ Inside: Gifts That Spark Adventure.
• •Every trick, every spell, every moment of wonder begins with the right attire. Our Premium Magician Dress-Up is crafted from rich velvet and shimmering satin, complete with a secret pocket for wands and other marvels. More than a costume, it's a ticket to a world where anything is possible. Let the show begin.
• •Dressed for the story. Discover costumes and apparel that turn everyday moments into magical adventures.
• •Remember when a cardboard box was a castle? Our premium dress-up collections are designed to bring that same boundless creativity to life. Made with durable, high-quality fabrics, each piece is ready for endless play and unforgettable memories. Shop the collection and start their next adventure.