As the leading plush toy brand and maker of the iconic Beanie Baby, Ty is loved by fans all over the world. When they tasked C/C/G with helping to expand their social presence, we knew we needed to create something that would really pop.

We developed a two-tiered strategy designed to connect with parents who grew up loving Ty, and empower them to not only share those memories, but make new ones with their own kids.

At the same time, we started building a direct connection with younger consumers by incorporating Snap and TikTok into the media mix, and developing character-centric content that expanded on the amazing world Ty had built.