Reaching Boys 6-12
Overview
The founding team of what was then dubbed, Construct-A-Car, a do-it-yourself model car retailer, approached KICK during the initial phases of development
to help translate the concept into a business that would address a void in the boys market.
Challenge
While inspired by the Build-A-Bear experiential retailing model, it needed to be distinctly different to appeal to a wider age range of boys, to address
their play patterns and the way they shop. The goal was to "build" on the success and learnings of the Build-A-Bear concept, but it couldn't be too warm & fuzzy!
Solution
KICK's original Opportunity Study for Ridemakerz redefined the strategy for the brand and illuminated relevant play patterns, motivators and big ideas,
redirecting it from a feel-good mother and son activity to a father and son experience that speaks car culture, harnesses kinetic energy and inspires
creativity. We created the cool, energetic RZ attitude that captures boys as well as hard-core collectors.
Since 2006, KICK has continued to shape Ridemakerz in its capacity as Marketing Creative Director for the brand. KICK conceived and developed
distinctive brand marks, "attitude" look & feel and in-store impact. We defined the vision for product, accessories & product mix - including hands
on translation of designs at the factory and patentable inventions like the wheelz. We directed the web experience, "the virtual experience" of the
store, both development and strategy, and we created the RZ Garage premise and look & feel.
By creating a space for boys 6-12 that speaks to their distinct energy and enthusiasm, Ridemakerz attracts attention from the design, business and
entertainment communities, real estate and retail developers and the wider automotive industry.
Since May 2007 Ridemakerz has opened 5 retail stores throughout the United States, and is revving up to open 7 additional locations in 2008.
Check it out at: http://ridemakerz.com
In March 2008, KICK won a first-place award in Chain Store Age's 26th Annual Design Competition for "Retail Store of the Year for 2007."
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