Fingerlings
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Fingerlings *
I was tasked with making Fingerlings feel like the cutest, most irresistible critters kids could hang out with during a moment when the brand was emerging as one of the biggest breakout toy sensations of the late 2010s. Following explosive holiday demand and rapid sell-through that made Fingerlings a must-have item for families, I developed two integrated campaigns that helped sustain momentum beyond the initial craze. Rather than position the product as tech-first, I reframed Fingerlings around emotion, identity, and play—while also building a large, flexible library of video assets produced efficiently and cost-effectively to support multiple product lines, platforms, and launches.
The first campaign, “The Fingerlings Feeling,” assigned a distinct emotional benefit to each SKU, giving every character a personality kids could connect with and families a clear reason to choose one over another. This approach highlighted the innovation behind each line extension while making the product feel personal, not technical. To extend playability, the campaign also introduced a simple “mini game” for the Fingerlings Minis line, encouraging interaction beyond the unboxing moment.
Then I launched the Fingerlings Fan Club, transforming the brand from a single toy into a shared experience. By positioning Fingerlings as something kids could belong to, not just own, the campaign elevated the entire line and fostered a sense of community among young fans and their families.