

BRAND STRATEGY
THE ASK
The client, Amanda Featherstone, requested a plan to create a unique brand identity, build awareness, improve her website, and drive sales.
THE CHALLENGE
The business has an unclear name, low brand awareness, low social media engagement, and a direct competitor in the building.
THE SOLUTION
Rebrand: Featherstone's Toy Store has the toys that will bring your family together!
MY ROLE Client Relations Project Management
Strategy Development
Creative Briefing
Presentation
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What is RVAYay Toys?
A small toy store founded in 2020 by Amanda Featherstone, RVYay Toys is located at the back of the shops at 5807 Patterson Ave, with a second location at 5807 South, Richmond.
The business sells interactive toys, plushies, slimes, card games, puzzles, books, and other fun stuff.
RVYay Toys' Dilemma
Direct competitor with "Wee Wimsey." A baby store also located within 5807.
RVYay Toys also struggles with low social media engagement, low brand awareness, and an unclear brand name.

Competitive Landscape
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Located at the front of The Shops at 5807 and right next to the cash register
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Recently started to carry toys that cater towards babies and toddlers
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Instagram: 667 followers
Facebook: 254 followers
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Wee Whimsey
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Carries toys that support sensory, creativity, and emotional development
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Toys aren’t necessarily for any specific age, but for any child in need of toys to help their development
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Instagram: 862 followers
Facebook: 199 followers
Little Wish
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More of a play environment than a toy store
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Specializes in sensory rich, “loose play” parts that inspire a child’s imagination
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Instagram: 4,028 followers
Facebook: 1,200 followers
Fort Play

Large retailers like Amazon and Target dominate toy brand recognition, while local stores such as Fort Play, Wee Whimsey, RVYay Toys, and Little Wish have less visibility, with Fort Play leading. The goal is to boost RVYay Toys' brand awareness, create a more unique brand identity, and drive sales.

Our Investigation
We visited both RVYay locations:
The Shops at 5807
5807 Patterson Avenue
Richmond, VA. 23226
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RVYay is located at the
back corner of the shop's layout
5807 South
3008 Stony Point Rd.
Richmond, VA. 23235
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RVYay is located at the
front of the shop, near the
cash register


Interview with Amanda Featherstone
We interviewed Amanda Featherstone. Here’s what we learned:
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Amanda opened RVYay during Covid after the toy store next to 5807 closed
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RVYay was meant to fill the void for more unique, niche toy stores
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She seeks out sensory-friendly and neurodivergent-supportive toys for children
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If certain toys in stock do not live up to RVYay’s standards, they are donated​
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Amanda’s family participates in specialty game maker conventions, with each member providing input on new toys
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Industry Trends & Research Results
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Playing with toys as a family can bring everyone closer together​
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47% of families say that they play with toys together "a lot"
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​Play time has been show to improve relations between siblings - it promotes sharing, smiling, and removes possessiveness from playing
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Seeing toys be played with in video form has also been show to increase a child's imaginitive play and unboxing videos are continuously getting more popular.
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Insights
#1: Toys are the foundation for happy memories
#2 Toys are integral to building positive relationships
in childhood with friends and family.
Target Audience: Families!
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RVYay Toys has the perfect toy for everyone in the family, no matter their age.
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RVYay Toys caters to families and older relatives that want to buy unique and engaging toys and/or games for the children in their lives.
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Next Steps -
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Emphasize the story behind RVYay being a family venture and reach our determined target audience of families
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Get people to visit the back of 5807 to find RVYay
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Recommended Positioning
RVYay Toys has the toys that will bring your
family together!
Now Introducing....

Featherstone's Manifesto
Toys deserve to be fun again! In a world filled with meaningless knick-knacks and throwaway trinkets, we at Featherstone's Toy Store believe that the best kinds of toys are the well-loved ones. Our store carries only the most special toys meant to be cherished for years to come. Our family personally tests each toy with care and consideration, so you can rest easy knowing that you're picking out the perfect playthings for your family, too.
Featherstone's Toy Store - play together, grow together.
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The name "RVYay" confuses customers
and limits expansion outside of the the
city of Richmond
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"Featherstone" is our owner's last name,
and her family plays a fundamental role in her
business by testing out potential toys together
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Utilizing the family name incorporates
our core value of quality family bonding
through toys
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Eye-catching, vibrant colors
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playful, easy to understand language
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Inclusive and accepting voice
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Content that sparks joy!
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Setting the Tone:
Why the Rebrand -



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Spreading Toys Across the Land
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Purchase website domain name : Featherstone's Toy Store​
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Update website to include list of products
(to compete with online toy stores)
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Consistently post toy tutorials on social media platforms to
build an online community.
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Content Examples
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Timeline
