Title	THE TOY MISSION
Brand	HAMLEY'S
Product/Service	TOY STORE
Category	C01. INTEGRATED CAMPAIGN LED BY PROMO & ACTIVATION
Entrant Company	HALBYE KAAG JWT Copenhagen, DENMARK
Advertising Agency	HALBYE KAAG JWT Copenhagen, DENMARK

Name	Company	Position
Simon Wooller	Halbye Kaag JWT	Creative Director
Simon Wooller	Halbye Kaag JWT	Creative Director
David Asmussen	Halbye Kaag JWT	Creative Director
David Asmussen	Halbye Kaag JWT	Creative Director
Erik Dahlström	Halbye Kaag JWT	Art Director
Erik Dahlström	Halbye Kaag JWT	Art Director
Stefan Sahl	Halbye Kaag JWT	Copywriter
Stefan Sahl	Halbye Kaag JWT	Copywriter
Rasmus Petersen	Halbye Kaag JWT	Art Director
Rasmus Petersen	Halbye Kaag JWT	Art Director
Lasse Bækbo Hinke	Halbye Kaag JWT	Art Director
Lasse Bækbo Hinke	Halbye Kaag JWT	Art Director

The Brief

Millions of toys lie unused in people´s cupboards, carports and lofts or they find themselves at the garbage dump, perfectly usable, but unwanted. That's why Hamley's chose to create a digital orphanage for the world's unused toys. A non-profit utility where people can meet their perfect playmate. The Toy Mission is Hamley's way to show their commitment and responsibility for toys, the environment and for the families with children that may not have all the resources the could wish for.

Describe how the promotion developed from concept to implementation

The Toymission is not just an online hub for trading used toys, but also a CSR project designed to create awareness and engagement amongst the consumers in a generic market.

Describe the success of the promotion with both client and consumer including some quantifiable results

The Toy Mission is growing organically via uploads of old toys to the site increasing the numbers every day. It has also created a new consumer behaviour instore as consumers are handing over their kid's old toys for The Toy Mission when they buy new. In low season the Toy Swap includes a 5% discount on Hamley's own toys creating a clear different ion to their main competitor– Toys'R'us. There's always a discount in Hamley's.

Explain why the method of promotion was most relevant to the product or service

The Toy Misson is a digitally based CSR project dedicated to create awareness and engagement amongst consumers in a generic market. The end goal is to create a self sustaining platform that connects old toys with new playmates, reduces waste and makes kids happy. Because making kids happy is the most valuable position a toy retailer can own.