THE ASK
KidKraft was moving through a rebrand and needed to shift how they showed up globally at toy fairs.
The goal was to:
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Move beyond traditional “bazaar-style” product displays
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Showcase the brand’s “Made for Make Believe” tagline through experience, not just words
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Create an immersive space that resonated with buyers across multiple continents
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Inspire adult buyers to reconnect with the imaginative play at the heart of KidKraft’s products
The challenge: design a space that could transport visitors out of a typical trade show environment and into the world of make-believe—while being adaptable for global markets.
What We Saw
Traditional trade show booths focus on volume—showing every product. But KidKraft’s story is about imagination, not quantity.
The opportunity was to build an experience that makes adults feel like kids again—immersing them in the brand, not just the product.
Our Approach
We created a full-scale, immersive backyard experience that invited visitors to step into KidKraft’s world.
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Build a world, not a booth
The exterior was closed off—designed to look like a KidKraft product box, creating curiosity and controlling the reveal. -
Control the atmosphere
We installed a tented ceiling to control lighting and set the mood, creating a calm, inviting space away from the busy show floor. -
Engage all senses
The space featured sounds—like crackling from a make-believe fire pit—and smells of flowers and outdoor play, creating a multi-sensory environment. -
Scale playsets into reality
Meeting areas were life-size versions of KidKraft’s outdoor playsets, transforming business conversations into moments of fun and imagination. -
Design for lingering
Soft, thicker carpet padding gave visitors relief from trade show fatigue, encouraging them to stay, explore, and engage longer. -
Create moments of delight
From a branded deck area with colorable KidKraft magnets to backyard-style seating and games, every detail reinforced the feeling of stepping into play. -
Global consistency
We designed the concept to scale—ensuring that whether buyers were in the U.S., Europe, or Asia, they experienced the same cohesive, imaginative environment.
What We Delivered
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Full immersive brand environment design
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Tented structure with controlled lighting
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Multi-sensory elements (sound, scent, tactile)
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Life-size playset meeting areas
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Backyard-inspired deck lounge and interactive touchpoints
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Scalable design adaptable for global markets
The Outcome
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A standout experience that drew visitors in and kept them engaged
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Stronger emotional connection to the KidKraft brand and its rebrand message
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A consistent, immersive brand presence across multiple continents
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A shift from product showcase to experiential storytelling
Key Takeaways
When buyers can step into the brand’s world, they don’t just see the product—they feel the story behind it.
