We created “Build On,” a brand platform rooted in a simple, powerful idea: creativity isn’t something kids grow out of, it’s something they grow into. We led with a cinematic hero film that made Meaningful Play feel epic — reminding parents what it looks and feels like when a child’s imagination truly leads the way. Around it, we layered content that showed the product in action, not just in features, but in feeling: confidence, curiosity, connection and joy. Every touchpoint, from social to search to in-store, was designed to do two things: make the MAGNA-TILES brand unforgettable, and also make it clear why no other magnetic tile comes close.

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We blended storytelling with smart targeting, leaning into data to meet parents where they are, and inspiration to move them where it counts. By boldly pushing up the marketing funnel, we helped reestablish the MAGNA-TILES brand not just as the original and the most innovative, but as the essential preschool toy for the home. With Build On, we didn’t just differentiate the MAGNA-TILES brand, we helped them reclaim the booming category they invented, while celebrating the power of Meaningful Play.