Toy Brand Story.

It all began when we defined our Values around two contrasting pillars.

We Over-deliver in Order to Delight You. (W.O.O.D.Y.)


Let’s Innovatorially Go Higher Together Yet Empathetically And Realistically (L.I.G.H.T.Y.E.A.R.)

Of course, these Brand Values are much more than words on a page. They come to life in unexpected ways and embark on what we call our Brand Journey.

At first sight, our twin Values may appear to be in competition, but it is a productive synergy where the whole is greater than the sum of its ever-changing parts, a bit like Mr Potato Head.

Both Values ultimately exist in support of our Brand Promise:

To Infinity. And Beyond.

This is the first iteration of our story – versions 2 and 3 will be released when someone new joins the Brand Team and decides to refresh the story to justify their existence.

Simple, isn’t it?

By Nick Asbury