Play is more than just having fun. When their senses are stimulated, babies develop the skills that will take them through life. Through play babies develop physical and mental abilities in such skills as spatial awareness, eye tracking or hand and eye coordination, fundamental skills that lead to writing or reasoning as they grow.

Playskool's challenge was to redesign the site and improve the user experience while inspiring and informing moms of their "More than Play" philosophy and the science-based benefits of their toys.

The design needed to blend elements of Playskool's packaging with their new branding campaign. The toys themselves, with bold saturated colors, soft round edges and plastic surfaces, inspired the overall look & feel of the site. Buttons, links and other graphics echoed elements of the toys, making the site itself an extension of the products - essentially a toy! Throughout the site, images of moms and children added an emotional connection and supported the campaign.

My team of writers worked with a well-known child development specialist to craft clear names and benefit descriptions for each Playskool "Play Skill." The results were then aligned to each Playskool toy, giving moms a full view of how multi-dimensional and beneficial Playskool toys truly are.

The More Than Play messaging is supported throughout the site. At the product level interactive demos highlight the learning benefits of each toy and link to a section dedicated to this philosophy.