Inspired by a heartwarming social media moment of John Legend singing his daughter’s favorite song from her favorite Fisher-Price toy, this campaign celebrates the deep emotional connections families form with Fisher-Price products. This campaign had 3 main goals:
Showcase the power of music in early childhood development through a strategic partnership with John Legend.
Promote 3 Fisher-Price musical products (Fisher-Price Glow & Grow Kick & Play Piano Gym, the Fisher-Price Record Player, and the Fisher-Price Link Squad product line)
Drive consumer engagement through a multi-platform campaign.
We brought the Fisher-Price x John Legend campaign to life through five key elements:
A partnership announcement video narrated by John Legend
An exclusive live performance
Promotion of John Legend’s first children’s album, featuring three original Fisher-Price songs
A custom campaign landing page
A holiday catalog, featuring John Legend and his family on the cover and a feature spread inside
Our creative strategy centered on highlighting John Legend as a father, using authentic storytelling to connect with Fisher-Price consumers. A key pillar of the campaign was having John share, in his own words, how Fisher-Price products have impacted his family, why music is so important in his children’s lives, and why this partnership was a natural fit. This was woven into every element of the campaign—from the partnership announcement video to the family-friendly live event—where John Legend the dad took center stage.
The biggest challenge? Time. With a condensed timeline from conception to launch and with John’s demanding schedule, we had just one shoot to capture all the content we needed. To maximize efficiency, we strategically planned every shot, allowing us to produce:
The Fisher-Price Holiday Gift Guide cover
The partnership announcement video
A behind-the-scenes feature from the cover shoot
High-quality photo assets for promoting the live event and landing page
By carefully mapping out our approach, we turned a major logistical challenge into a seamless, multi-platform campaign that strengthened brand engagement, celebrated the power of music, and highlighted Fisher-Price product.
This campaign was a success because it achieved both cultural and business impact, directly aligning with our objectives.
Cultural Resonance: Partnering with John Legend to create a children’s music album tied to Fisher-Price toys was an innovative step in bridging family entertainment with early childhood development. This not only strengthened our brand’s identity but also set a new standard for integrating music and play.
Community Engagement: By providing families with meaningful music and toys, we fostered a shared experience of joy, learning, and connection. The overwhelming engagement from parents and families reinforced the emotional and communal impact of our initiative.
Brand Elevation: A major testament to our success was John Legend’s album earning a Grammy nomination, recognizing the quality of the music tied to our toys. This prestigious achievement elevated Fisher-Price’s musical contributions on a global stage, increasing consumer interaction and reinforcing the brand’s position in a competitive marketplace.
By seamlessly blending storytelling, strategic partnerships, and consumer engagement, this campaign not only met but exceeded our objectives—creating a lasting impact on families, culture, and the brand.
