Brand Tone

Whimsical & Enchanting, Charming & Nostalgic, Playful & Imaginative, Heartwarming & Gentle, Quality-focused & Detailed

Brand Values

• •Imagination & Storytelling
• •Quality & Craftsmanship
• •Heirloom & Timelessness
• •Joy & Play
• •Sustainability & Responsibility
• •Simplicity

Best Practices

• •Embrace Whimsy and Storytelling: Use language that evokes a sense of magic, charm, and narrative. Frame products as characters and accessories as part of a larger imaginative world.
• •Highlight Quality and Craftsmanship: Subtly weave in words that speak to the detailed, hand-finished nature of the toys and the use of quality materials, reinforcing their heirloom value.
• •Maintain a Gentle and Kind Voice: The tone should be soft, inviting, and heartwarming, reflecting the gentle nature of the toys and the innocence of childhood play.
• •Focus on Imagination and Play: Consistently emphasize how Maileg products foster creativity, storytelling, and open-ended play, rather than just being static objects.
• •Use Visually Descriptive Language: Mirror the detailed and aesthetically pleasing nature of the toys in your copy. Words like "charming," "delightful," "intricate," and "nostalgic" can help paint a picture that aligns with the brand's visual identity.

Social Perception

Beloved & Cherished, High Quality & Well-Designed, Inspires Creativity, Worth the Price, Aspirational & Giftable, Community-Oriented

Copy Examples

• •Headline: Unlock a Tiny World of Wonder. Body: Where matchboxes become beds and mice sip tea with princesses. Discover Maileg, and watch your child's favorite stories unfold. Call to Action: Explore the Collection.
• •Headline: More Than Just a Toy, It's a Keepsake. Body: Crafted with love and designed to last, Maileg toys are heirlooms in the making, passed down through generations of imaginative play. Call to Action: Find a Friend for Life.
• •Headline: The Magic is in the Details. Body: From hand-sewn outfits to miniature furniture, every Maileg piece is thoughtfully designed to spark joy and inspire endless adventures. Call to Action: See the Charm.
• •Headline: Simple Toys, Big Imaginations. Body: In a world of bells and whistles, Maileg offers a return to gentle, imaginative play. Give the gift of storytelling. Call to Action: Shop Whimsical Friends.
• •Headline: Bring Storybook Whimsy Home. Body: Create enchanting moments and everyday adventures with our charming Danish-designed mice, bunnies, and their tiny, perfect world. Call to Action: Discover Maileg USA.