After the acquisition of Chad Valley by the Home Retail Group (HRG) and the introduction of the brand into the Argos catalogue, repositioning was required to ensure that the brand was seen as an imaginative world of endless play. The objective was to create a core toy brand that allowed ‘kids to be kids’ whilst offering great value for money. Research identified that Chad Valley needed to raise brand awareness and perceptions of product quality. Based on this information, Bonfire Creative Intelligence worked to display the products more realistically, stylishly and attractively through copy, imagery, design and layout. They also simplified the brand’s packaging and overall positioning. At a time when the volume and value of the UK toy market was falling, and the overall toy market within Argos stores was following a similar pattern, annual sales of the Chad Valley brand increased by 36% as a result of the rebranding.