BBC Worldwide


Hey Duggee was in need of a well thought out toy strategy to fit with the growing popularity of the brand and its colourful characters. 

In-home, qualitative research sessions were used to deep dive into consumers’ emotional connection with the TV show, understand where Hey Duggee sits in the lives of UK families and explore play patterns elicited by Hey Duggee toys.

We were able to utilise our observations of consumer behaviours to provide Hey Duggee with ideas for developmentally and brand relevant toys, as well as a go-to-market licensing roll-out, retail and marcomms strategy that is being used today.