Colorforms is the perfect paradox. In an era of computer gaming and digital toys, the new Colorforms that hit the shelves of Toys ‘R Us this week is unapologetically low-tech and faithful to its 64-year-old roots. Equally paradoxical is how the relaunch of a brand as old-fashioned as Colorforms reflects so many of the trends driving modern licensing.
Brand Revival: Technically, Colorforms is not a revival since the brand never actually died; it just faded away. What didn’t fade, however, were the memories of the generations that grew up with Colorforms. This reservoir of goodwill was key to relaunch.
Revival Strategy: Like other toy revivals, the strategy is to sell to kids by targeting their parents. “Parents who played with Colorforms as kids want their own children to have the experience,” explains toy veteran George Vorkas, President of Colorforms Brands (CF).
The Product: CF’s idea was to retain the signature look and feel that parents remembered about Colorforms while adding subtle new features that they’d appreciate such as portable boxed sets with foldable boards for storage in the pocket of a car or chair and large wall applications that kids can use to decorate their rooms. Adding to the nostalgic effect are the low price points ranging from $2.99 for a basic 3-sheet set to $29.99 for a wall set.
Build-Your-Own: Colorforms’s simple build-your-own product design in which kids apply vinyl-based stickers to easel surfaces is clean, safe and in lockstep with the modern demand for toys that engage children in active and creative play.
Licensing Strategy: The first Colorforms sets featured basic geometric shapes. But the strategy soon shifted to a licensing model. In 1957, Popeye became the first character to have its own licensed set. During the peak years of the 1970s and early 1980s when Colorforms sets featured a virtual who’s-who of licensed characters from top films, TV shows, characters, athletes and musicians. The new Colorforms follows the same strategy of licensing A-list properties. Properties licensed for Colorform include Frozen, Doc McStuffins, Spiderman, Minions, Teenage Mutant Ninja Turtles, Sponge Bob and Dora the Explorer. Many of these licensing agreements include “umbrella” clauses ensuring rights to future properties like “Frozen 2,” explains Vorkas.
Social Media: The retro nature of the Colorforms product and brand is also belied by the sophisticated use of social media and user engagement deployed for rollout. This includes development of fan bases on Facebook, Pinterest, Instagram and other networks and a new online contest inviting fans to name the iconic Colorforms guy logo.
Digital: In 2012, Colorforms launched its first app, “Colorforms Revolution” which lets users create scenes on their iPhones by combining themed shapes, colors, patterns and backgrounds. Kids can also use special codes found on Colorforms toys to unlock bonus app content, including character content from Marvel’s Avengers, Spiderman, etc. New apps and a responsive website are also in the pipeline. Meanwhile, CF’s parent company, Out of the Blue Enterprises, is developing an animated series to debut in 2017 that will present 3- to 7-minute features starring that still to be named logo guy.