Finders Keepers
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Finders Keepers *
I served as lead creative for Finders Keepers, a chocolate-and-toy surprise brand, for seven years. During that time, the youth marketing landscape shifted significantly, and I led the brand’s creative evolution to stay culturally relevant and commercially strong. All of this was done while managing multiple licensors and ensuring their properties were respected and strategically integrated, while simultaneously crafting and protecting a distinct, ownable brand identity for Finders Keepers itself. What began as a kid-first collectability strategy expanded into a more family-inclusive approach, developed in close partnership with the brand team. This shift helped position Finders Keepers not only as a must-have for kids, but as a treat parents felt good about giving—balancing excitement, trust, and modern family values.
When I first began working with the brand, Finders Keepers followed a kid-first marketing strategy. To tap into core kid motivators, I developed campaigns centered on collectability and invented new play patterns that elevated the toy experience beyond the candy itself. By emphasizing interaction and quality, these campaigns helped clearly differentiate Finders Keepers from lower-quality competitors and reinforced its position as the number two candy surprise brand, second only to Kinder.
Licensor specific social media posts
As the media landscape evolved and parents became the primary gatekeepers, I helped shift Finders Keepers from a kid-first to a parent-first marketing strategy. In response, I created the “Unbox a Smile” campaign, reframing the product as a meaningful way for parents to celebrate and connect with their children. By positioning the candy-and-toy combination as a shared moment rather than a standalone treat, the campaign elevated Finders Keepers as a go-to choice for life’s small celebrations and everyday wins.