I created this mood board to pitch at Mattel’s Creative Global Summit. The concept behind THOM Girl is there is a growing market for girls ages 2-8 that NOT your typical girly girl. I found through my research 48% of Thomas & Friends sales of the toy and of viewing content were girls. It was clear to me Thomas & Friends wasn’t a “boy brand” but an everyone brand. This research was to show how to capture more sales in a decreasing era of Barbie and an increasing trend in girls being interested in classic “boy brands”. With doing competitive market shopping it was clear your super hero brands (Marvel, DC Comics, etc) had already started to tap into this market.

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