Brand Tone

Friendly and Welcoming, Knowledgeable and Passionate, Community-Focused, Playful and Engaging, Traditional and Nostalgic

Brand Values

• •The Power of Play
• •Quality and Safety
• •Customer Experience
• •Community Support
• •Supporting Small Business
• •Education and Development

Best Practices

• •Emphasize 'The Power of Play': Consistently weave in the importance of play for development, imagination, and fun. Use words that evoke joy, creativity, and discovery.
• •Maintain a Warm and Friendly Voice: Address the audience directly and personally. Use inviting language that makes customers feel like part of the Franklin's Toys family. Avoid overly corporate or impersonal jargon.
• •Highlight Expertise and Passion: Showcase the staff's knowledge and enthusiasm for toys and child development. Position the brand as a trusted advisor in choosing the right toys.
• •Reinforce Community Connection: Regularly mention local ties, support for community initiatives, and the benefits of shopping local. This builds trust and loyalty.
• •Focus on the In-Store Experience (Even Online): While e-commerce is important, remind customers of the unique, hands-on, and personal experience offered in the physical stores. Use descriptive language that brings the store's atmosphere to life.

Social Perception

Beloved Local Institution, Trusted Source for Quality Toys, A Fun and Welcoming Destination, Knowledgeable and Caring Staff, A Refreshing Alternative

Copy Examples

• •Headline: Rediscover the Joy of Play! Body: At Franklin's Toys, we believe in the magic of a great toy. Step into a world where imagination runs wild, and every visit is an adventure. Our friendly toy experts are here to help you find the perfect gift to spark creativity and endless fun. Because childhood is for playing! Call to Action: Come play with us today! Visit our Severna Park or Annapolis stores.
• •Headline: More Than Just a Toy Store, It's a Community. Body: For over 30 years, Franklin's Toys has been a place where families connect and imaginations soar. We're proud to support our local schools and organizations. Find unique, quality toys and experience the personal touch you won't find online. Call to Action: Shop local, play local! Explore our curated collection.
• •Headline: Unwrap a World of Wonder! Body: Searching for that perfect, unique toy? From classic favorites to the latest educational games, Franklin's Toys has something for every child (and the young at heart!). Plus, enjoy our complimentary gift wrapping to make your present even more special! Call to Action: Find their new favorite toy – and get it beautifully wrapped for free!
• •Social Media Post (Image: Kids happily playing with a featured toy in-store): Text: Remember the thrill of discovering your new favorite toy? That's the feeling we love to create every day at Franklin's Toys! Our shelves are packed with wonders that encourage learning, laughter, and the pure joy of play. Our team is always ready with a smile and a great recommendation! What adventures will you discover today? #FranklinsToys #PowerOfPlay #ShopLocal #ToyStoreMagic #MarylandToys Call to Action: Visit us and let your child lead the way!
• •Headline: Quality Toys, Lasting Memories. Body: At Franklin's Toys, we handpick every item for its play value, durability, and ability to inspire. We believe the best toys aren't just fun for a day, but become cherished companions that help build a lifetime of happy memories. Our experienced staff is here to guide you to the perfect choice. Call to Action: Invest in play, create memories. Explore our selection online or in-store.