Brand Tone

Playful, Family-Friendly, and Welcoming

Brand Values

• •Fun and Imagination
• •Variety and Curation
• •Community and In-Store Experience
• •Family

Best Practices

• •Use Playful and Evocative Language: Employ words like "adventure," "magic," "discover," "create," and "imagine" to connect the brand name to the products. Frame playing with toys as an exciting journey.
• •Speak to Both Parents and Kids: Write copy that appeals to the parent's desire for quality and developmental fun (e.g., "educational toys," "family fun") while also using exciting language that a child can get enthusiastic about.
• •Keep it Positive and Upbeat: The tone should always be cheerful and optimistic. Avoid complex or negative language. The goal is to associate the brand with happiness and carefree fun.
• •Incorporate Questions in Your Copy: Engage the audience by asking questions like "What will you build today?" or "Ready for an adventure?" This invites interaction and makes the brand feel more like a friendly companion.
• •Highlight the In-Store Experience: Since the brand has a strong physical presence, use copy to bridge the online and offline worlds. Phrases like "Come say hi!", "See it for yourself in our store," or "Your neighborhood toy store" reinforce the brand's community value.

Social Perception

A local, physical, well-regarded toy store, seen as a community member, and a recognized specialty retailer due to its association with the Lekextra chain.

Copy Examples

• •Build your next great adventure! 🚀 With the new LEGO Starship Explorer, the only limit is your imagination. Ready for blast-off? Come find it in our store this weekend!
• •Rainy weekend ahead? We've got the cure! 🎨🎲 All board games and craft kits are 15% off, in-store and online. Let the indoor adventures begin!
• •Guess who's back! We've just restocked all your favorite Pokémon card packs. Gotta catch 'em all before they're gone again! Now available at our Haninge store.
• •At TS Äventyr, we believe every day should have a little magic. From the softest teddy bears to the most epic board games, your family's next adventure starts here. Welcome to the fun!
• •Did you know our crafting section just got a major glow-up? ✨ So many new ways to create, build, and sparkle! What adventure will you make? #pyssel #leksaker #haninge #crafting