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CHAPTER 3: WILD PLANET
SUMMARY
Wild Planet is more than a toy company; the company thinks of itself as selling a positive play
experience. Its products are more than just toys; they are created to make kids think, take them
outdoors, and explore the world around them. To keep innovating and creating more toys that are
attractive to kids, the company continually does market research. In fact, it interviews and works
with more than 5,000 children per year, executing ethnographic and exploratory research.
So what makes a toy successful? According to Wild Planet, being the schoolyard buzz is the best
product developers and marketers can ask for. With thousands of toys competing for attention, a
winning product needs to be so successful that kids will tell their friends about it. These
successes are found only because Wild Planet focuses on obtaining feedback from their
consumers every step of the way.
DISCUSSION QUESTIONS:
1. What basic principles does Wild Planet adhere to in their product development?
2. Specifically how does Wild Planet involve the children in the marketing process?
3. How does Wild Planet generate promotional benefits from the child’s experience?
1. Break into groups. Ask students to bring in a couple of innovative products they think will
intrigue other class members. Display and allow each group to try out and explore the
available products. Observe and discuss the resulting behavior. What marketing conclusions
can be drawn?
2. Check out the Web site of Wild Planet. Discuss the advantages and disadvantages of such a
venture.
Approach this from a cost/benefit perspective. Should other promotional expenditures be
considered? What other kinds of research should they pursue?
