Objective

generate a name for new toys for boys age 3 to 6

Approach

create a name that is rugged, confident, self-disciplined and courageous with a wide-open sense of fearless exploration—like the mind of a 3- to 6-year-old boy

Results

a strong name that authentically conveys the look and feel of the product itself, is true to the brand, and elicits emotion in buyers