In a nutshell

Children's Entertainment Center


Toys R Us wanted to improve online engagement with children and parents predisposing their audiences to the toy brands available to purchase on their ecommerce website. We built an entertainment portal using games, puzzles and videos provided by toy brands such as Lego and Hot Wheels. The project was a joint initiative across France, Germany and the UK.

Toys R Us screenshot
The Business

Quality, branded content


Toys R Us recognised that great content is essential to engage young audiences online. They wanted to maximise the assets that the major toy brands had created and deliver a portal that would sit alongside their ecommerce website.

What we did

Designing for children


The site had to appeal to children from the ages of 3 to 10 so we knew they would have very different browsing styles. A number of the Quba team had young children so naturally they were engaged in the project.
User research was a really important part of this project. We quickly established that younger children were likely to browse with one of their parents. They would also navigate through shapes and colours rather than complete words.
For older visitors the challenge was creating a visual design that didn’t look too childish. This was achieved by creating different look and feels for different age ranges.

Project highlights

Multilingual delivery


We built the portal using the Umbraco web platform ideal from a multilingual perspective.
The video and game content is served separately from a dedicated web server to ensure page load speeds are consistently fast.
We made it easy for the Toys R Us web team to add new countries so they could easily trial trial the entertainment centre in different regions without needing to use significant internal and external resource.

The Quba team was extremely creative in terms of understanding and meeting our vendor partner’s format constraints when it came to video and gaming uploading and playback.
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