Brand Tone

Humorous & Irreverent, Playful & Fun, Enthusiastic & Passionate, Informal & Friendly, Slightly Awkward/Quirky

Brand Values

• •Fun & Radness
• •Originality & Uniqueness
• •Pop Culture Celebration
• •Inclusivity & Community (emerging)
• •Not Taking Themselves Too Seriously
• •Making Things for Friends

Best Practices

• •Embrace the Humor: Always look for an opportunity to inject brand-appropriate humor. This doesn't mean every sentence needs to be a punchline, but the overall voice should feel light, witty, and a bit cheeky.
• •Keep it 'Rad' and Enthusiastic: Use language that conveys genuine excitement and passion for the products and the source material (for licensed items). Words like 'rad,' 'awesome,' 'super,' and enthusiastic exclamations fit the brand.
• •Stay Informal and Conversational: Write like you're talking to a friend. Avoid overly formal language, corporate speak, or complex jargon. Use contractions and a casual sentence structure.
• •Highlight Uniqueness and Quirkiness: Don't shy away from what makes the products or the brand different or even a little strange. Lean into the 'innocent or awkward' philosophy.
• •Be Self-Aware (and a Little Self-Deprecating): Acknowledge the fun, sometimes silly nature of the products without diminishing their appeal. A little self-deprecating humor can be very on-brand (e.g., 'it's clothes not rocket science. we tried rocketry, in a few words, it did not end well.').

Social Perception

Go-To for Licensed Pop Culture Merch, Fun and Quirky, Associated with Fan Events, Mixed on General E-commerce Experience, Supportive of LGBTQ+ Community

Copy Examples

• •For a new *Bob's Burgers* t-shirt: "Stop Kuchi Kopi-ing us and get this tee! So fresh, it’s like it was just pulled from the Restaurant of the Day board. Warning: May cause spontaneous burger cravings. #BobsBurgers #toddland #RadStuff"
• •For a quirky, original toddland accessory (e.g., a weirdly shaped coin purse): "Is that a [weird object] in your pocket or are you just happy to see our new coin purse? Yeah, it’s weird. We know. That’s why we made it. Embrace the awkward. Your loose change will thank you (probably). #toddlandOriginals #MakeItWeird #NotRocketScience"
• •Instagram post announcing a Comic-Con exclusive: "SDCC ATTENDEES ASSEMBLE! (Or, you know, just casually stroll to booth #XXXX). We’ve got [Show Name] loot so exclusive, it makes a unicorn look common. Limited stock, unlimited radness. Don't be the sad person hearing about it later. #SDCC #toddlandExclusives #LimitedEdition #FanGear"
• •Website banner for a sale: "Our accountant said we have 'too much rad stuff.' Their words, not ours (we'd never say that). So, help us make them slightly less panicky by grabbing some gear at prices that are almost as ridiculous as our office chimp's banana budget. #toddlandSale #GetItBeforeItsGone #MakeRadStuff"
• •Email subject line for a new collection: "Psst... Your wardrobe called, it's feeling a bit 'meh'. Email Body Snippet: 'Don't let your closet become a boring void where fun goes to die! We just dropped a new collection of [product types] that are scientifically proven* to increase your radness levels by at least 42%. (*Not actual science, but we’re pretty sure it’s true.)' #toddland #NewArrivals #StayRad"