Brand Tone

Playful, Cheerful, Supportive, Encouraging, Helpful, Informative, Optimistic

Brand Values

• •Joy and Fun
• •Activity and Passion
• •Variety and Choice
• •Customer Convenience

Best Practices

• •Embrace "The Glad Game" Subtly: While not needing to overtly reference the book, infuse copy with a generally optimistic and positive perspective. Focus on the joy products bring or the positive outcomes of the activities they support.
• •Use Vibrant and Encouraging Language: Employ words that evoke happiness, energy, and support (e.g., "sparkle," "shine," "explore," "dream," "achieve," "celebrate").
• •Speak to Aspirations (Especially for Sports Gear): Connect products with the dreams and goals of young athletes and performers. Highlight the dedication and joy involved in their pursuits.
• •Keep it Simple and Clear: Especially when addressing a diverse audience that includes parents shopping for children, ensure the language is easy to understand, friendly, and approachable.
• •Be Visually Consistent: Ensure that the playful and cheerful tone of the copy is matched by equally vibrant and positive imagery and videography on social media and the website.

Social Perception

A Go-To Place for Specific Needs, Child-Friendly, Potentially Perceived as Optimistic and Positive, Local and Accessible (for Icelandic customers)

Copy Examples

• •Headline for New Skating Collection: "Glide into Joy! Our New Skating Collection Has Arrived – Find Your Sparkle!"
• •Instagram Caption for a Disney Product: "Unlock a little magic today! ✨ Which Disney friend is making you smile? #PollyannaMagic #DisneyJoy"
• •Facebook Post for Gymnastics Wear: "Flip, tumble, and shine! Gear up for greatness with our latest gymnastics arrivals. What are your goals this season? #PollyannaActive #GymnasticsLife"
• •Website Banner for Summer Toys: "Summer Fun Starts Here! ☀️ Dive into our collection of toys and make this the best summer yet! #PollyannaPlaytime"
• •TikTok Video Concept: A short, energetic video showcasing a child joyfully using one of their products (e.g., a scooter, a dance outfit) with upbeat music and text overlay like: "Finding the fun in every day! #PollyannaIsFun"