The Toy Association wants to educate parents about the benefits of play to child development and inspire families to play more. We've partnered with them for the past four years under an initiative we helped get off the ground called The Genius of Play.

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Our latest PSA series, "Dear Parents," was designed to make the message regarding the power of play as simple as possible. So we had kids explain it to parents.


Our work with The Toy Association began with developing the creative platform The Genius of Play and its corresponding visual identity. We then brought it to life with a series of nine animated vignettes that revealed the extraordinary power of ordinary play.



Strategy & Research
Visual Identity
Creative Direction
Script & Storyboard
Video Direction
Video Production
Video Post-Production
Design & Animation


This project was performed by the Makeout team while at a previous agency.


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