CLARKS
FINDITS
Clarks and Designworks have a long-established relationship developing successful gift with purchase campaigns, including multiple well-known toy-in-shoe campaigns. Drawing on the success of the toy-in-shoe product range, we teamed up with them once again to rethink this fun GWP offering with a fresh new theme.
The broad brief started from the theme “Back To Nature” with the intention of the final product fitting into a cavity cored out of both soles of a children’s pair of shoes. That gave us a size constraint as we have to consider the smallest shoe size available that this can fit into.
We expanded on the main theme to create toys in shoes that encourage curiosity and discovery of nature and the outdoors. Several iterations have led us to narrow the concepts down to character-based toys that are equipped with tools which can assist the child in their exploration of the outdoors. Four characters were developed, each with their own personality, story and apparatus.
We wanted to develop a simple base form from which we can mould in different colours, and finish with decals specific to each character. The main body, which houses an LED PCB, is split from the legs which can hold any of the four tools offered: a magnifying glass, a compass, a pair of tweezers and a mini kaleidoscope. The bug body will fit in one shoe cavity and the legs on the other, and the child will be able to snap these parts together to complete the character for play.
More than 200,000 Findits have been manufactured through our partners at Designworks HK.
