Member Article

Iconic kids’ car gets digital facelift

One of the country’s most iconic kids’ cars has received a digital facelift.

Renowned toy manufacturer Little Tikes has revamped the online presence of its famous Cozy Coupe, with the launch of a new showroom.

Created and developed by Yorkshire-based digital marketing agency The Bigger Boat, the interactive web page brings together the 12 models within the range, so that parents and children get the same motoring experience as if they were buying a real family car.

Visitors to the site can take a look at each model and choose from a host of optional extras to ‘soupe up’ their ride. ‘Technical specifications’ are available, guiding users through everything from the steering to the recommended driver age, and there are pulsing animations to showcase every feature of the vehicle. The page also includes engaging video and a selection of images from Instagram, allowing families to share their memories and adventures with one of the most iconic toy cars of all time.

When the perfect car has been chosen, there is the usual click-to-purchase facility to complete the e-commerce experience.

The two-month project began with initial sketches, elaborates Doug Main, creative director at The Bigger Boat, and the lead on this development: “First released in 1979, the Cozy Coupe has grown to become the biggest selling toy car of all time. It was therefore important that we crafted an online presence that did this children’s favourite justice, because, as the page states, ‘Everyone remembers their first car’.

“Cozy Coupe has a great history but consumer behaviours are changing. We wanted to create a rich, engaging brand hub that capitalises on the opportunities of the digital age. I think the result provides a fantastic new sales channel for this iconic best-seller.”

Little Tikes appointed The Bigger Boat to handle its UK digital marketing in late 2016. The new page was launched in February and has already received positive feedback from customers.

This was posted in Bdaily's Members' News section by Katie Mallinson .