Bachir Comair

According to Wild Planet, the notion that toymakers can simply design toys that they wanted as children does not work due to the rapid changes and diversities in the environment between generations.

Strength:

A company typically has to generate many ideas in order to find a few good ones; wild planet gathers ideas from different sources not only from designers and the marketing team, but also from kids themselves (customers).

Innovation begins with creative ideas. This is the case of wild planet which uses “shop along studies”, where it gives kids a certain amount of money to observe how they are going to spend it knowing that kids do unexpected things.

A vision should stretch the organizations capabilities and image of itself. According to wild planet, Spy Gear is one of the largest lines which perfectly match their vision. Hence, parents support this line since their children are acquiring new things.

Because boys and girls buy in many different ways, finding the right mix of interactivity and imagination is complicated. Therefore, wild planet solved this complication by conducting research.

Opinions of customers play an important role. For this reason, the company has a Toy Opinion panel, which is its research program. This program is done thought surveys or in home groups where kids can give their feedback.

Weakness:

Wild Planet created room oriented toys for both genders, but this didn’t work out because they both wanted different things. Therefore Wild Planet shifted its product line to target girls only.

Girls care about the decoration of their rooms since they spend more time in it then boys does. This is what Wild Planet’s research showed, but instead of trying to appeal to both boys and girls, the company will just directly speak to girls.

Opportunities:

Wild Planet understood the balance between imagination and interactivity for toys.

Wild Planet was able to know what influences kids to buy toys. It’s more than peer pressure since every kid would like to be the first to get the latest toy.

Wild Planet has an annual contest in which involvement with children takes place. Kids should brainstorm ideas, draw, label, and send them to