Brand Tone

Whimsical, Irreverent, and Nostalgic

Brand Values

• •The Joy of Play
• •Individuality and Uniqueness
• •Community
• •Inclusivity
• •Cutting-Edge & Curated Fun

Best Practices

• •Embrace the Eccentric: Use playful, slightly offbeat language. Describe products with humor and highlight their strangest, most delightful features. Avoid generic, corporate-sounding copy.
• •Speak Like a Fun Human: Write in a conversational, informal, and enthusiastic tone. Use contractions, ask questions, and engage directly with the audience as if you were talking to a friend in the store.
• •Tap into Nostalgia: Frame products around shared memories and feelings. Connect toys to the "good old days" to create an emotional link with adult customers who are kids at heart.
• •Champion Your Community: Regularly reference Richmond and Carytown. Highlight local themes and celebrate the store's role as a neighborhood fixture. This strengthens the bond with the local customer base.
• •Let Joy Be the Focus: Whether writing about a product, an event, or the store itself, the underlying message should always circle back to joy, wonder, and the importance of play. The copy should make people smile.

Social Perception

World of Mirth is overwhelmingly perceived as a beloved, iconic Richmond landmark. Customers view it as a 'cool store' offering a unique, eclectic shopping experience with a selection perfect for unusual gifts. The staff is consistently praised for being friendly, knowledgeable, and creating a welcoming, joyful atmosphere, making it a one-of-a-kind store integral to its community.

Copy Examples

• •Your office desk is tragically boring. This desktop tetherball set is the cure. Procrastinate with purpose. You're welcome.
• •Remember when your only worry was which cartoon to watch on Saturday morning? We've got the toys to transport you back. No adulting required to enter.
• •Be the person who gives the weirdest, most wonderful gift at the party. Come get lost in our Carytown wonderland and find something they'll never forget.
• •Warning: Side effects of visiting World of Mirth include spontaneous laughter, questionable purchase decisions, and a sudden urge to start a rubber chicken collection. Shop at your own risk.
• •Life's too short for boring toys. We’re World of Mirth, and we’re Richmond's official headquarters for the fun, the weird, and the wonderful. Come play.