Kmart wanted us to re-launch their annual Fab 15 Christmas toy list in a way that would attract PR buzz and help it stand out from all the other end-of-year toy lists.
Our solution was to give the brand some real toy cred by putting a true toy expert on their board of directors: a kid.



Kids apply for the job by submitting videos that demonstrate their love and knowledge of toys – either online or at in-store application stations.



The public can view and vote for entries on the CTO microsite. The top 15 vote-getters are flown in for a personal interview and a winning candidate is chosen.



A special press conference is held to announce the newly appointed CTO, who then presents the toys on this year’s Fab 15 list.



From this point on, the CTO becomes the face of the Fab 15 list – appearing in catalogs, advertising and in-store signage.



The CTO microsite now becomes a showcase for the Fab 15 toys – with reviews and product demonstrations from the CTO, as well as a weekly web-blog.
The site also let kids create wish lists and send them to their parents – with a built-in “pester option” to resend the list on a regular basis



Naturally, the CTO has his own YouTube channel and Twitter feed, allowing the public to keep up with his busy schedule.