Toy brand L.O.L. Surprise! is helping to foster friendships during a time where kids are spending time at home and are not attending school or regular playdates with friends. To prevent loneliness and isolation, help keep kids busy and to inspire the blossoming of new bonds during a tough time, the brand created a national BFF Pen Pal campaign.
The campaign is all about teaching kids how to stay in touch via snail mail by sending postcards to one another. The postcards can be downloaded for free on L.O.L. Surprise! UK's social channels and they depict some of the most popular collectibles. While many kids and adults are spending more time online as a result of COVID-19, this campaign from L.O.L. Surprise! helps to give kids a break from screen time.
Pen Pal Campaigns
L.O.L. Surprise! is Helping Kids Connect While Social Distancing
Trend Themes
1. Pen Pal Revival - There is an opportunity to update traditional pen pal programs with online components that encourage meaningful friendships and global connections.
2. Screen Time Alternatives - There is a growing need for brands to create non-digital experiences that facilitate connection, creativity, and learning in a world increasingly reliant on technology.
3. At-home Activities - Brands can capitalize on the trend of families spending more time together by creating DIY-focused initiatives that help foster skills, creativity, and bonding between kids and parents.
Industry Implications
1. Toy Industry - Toy companies can disrupt the traditional play experience by combining physical and digital elements to create innovative and interactive products that appeal to modern kids and parents alike.
2. Education Industry - There is an opportunity for educational organizations to develop programs and platforms that encourage children to learn and connect with students globally, despite physical barriers created by social distancing measures.
3. Stationery Industry - Stationery companies can capitalize on the trend of nostalgia and offline communication by creating new products that are both practical and meaningful for today's consumers, including kids and teens.