MBA FPX 5012 Assessment 1 Brand Strategy

Brand Strategy

In recent years there has been a major transformation in the toy industry with the development of educational toys that get children involved within the learning process rather than passively taking in information in front of a computer. BrickQuest AR forever changed the toy construction industry by developing a distinctive toy that has a new augmented reality (AR) technology that enables kids from six to ten years of age to get connected to the world outside their toys. As reported by Grand View Research (2024), the global market of Science, Technology, Engineering, and Mathematics (STEM) toys is supposed to increase to $1.2 billion in 2024, with a compound annual growth rate (CAGR) of 7.2% until 2030. The increasing demand for educational toys can be regarded as a good opportunity for BrickQuest AR. This assessment aims to deliver a marketing plan that incorporates BrickQuest AR product analysis, product positioning and target audience analysis.

Product Description

• Product Overview and Features

BrickQuest AR is a new invention in children’s play, which is using traditional LEGO sets, integrating gadgets and smartphones. That is, it’s like a construction toy set with a complementary mobile application. It generates a story from what it has built up a child. Kids will have access to different stories each time with the use of each of these packs (which contain approximately 250 bricks and three manuals). Playing with construction toys in this interactive manner helps children to develop the cognitive skills they require for cognitive development (Çiğdem İrem İleri et al., 2023). Construction toys are considered to be the most efficient method for developing spatial thinking skills of kids, crucial for their science, technology, engineering, arts, and mathematics (STEAM) success. It might be possible to build the toy using virtual representation, but doesn’t change the main purpose of the construction toy, which is to create in the real-world. Junior Architect Mode enables children to create their own buildings and to be rewarded through the application. What’s more, kids could be monitored on their progress in building with the app.
The potential audience and research about the market.The potential audience and the market research.

• Target Audience and Market Research

he BrickQuest AR is designed for children between the ages of 6 and 11 who are interested in technology. The game will also reach an older age group like parents and guardians aged 30-45, who can encourage their children in purchasing the game or helping them in playing the game. Audience segmentation shows that children crave an adventuristic experience, making them more likely to be drawn to formats that allow them to explore and discover, whereas their parents seek safe environments, and want to have control over how much time they spend in front of the screen. BrickQuest AR customers can be defined as people with above-average wealth willing to cut back on their unstructured screen time and possessing the appropriate learning-required technological literacy. According to the survey conducted by Atske (2025), majority of the parents are generally in favor of controlling the screen time of their children and almost 61% feel the need to keep their children occupied while playing some kind of game. The numbers suggest a physical-digital hybrid toy that allows children to use it for limited and focused periods of screen time is aligned with parents’ attitude towards the combination of play and technology today.
From the market indicators, BrickQuest AR has a good potential for commercial market. According to the report by Grand View Research (2024), global engineering toys market makes up 38% of the total STEM toys market. This market analysis demonstrates that children between the age of 8-12 years is the largest growing segment as it accounts for more than 41% of the total number of orders. According to Mordor Intelligence (2025), classic construction toys are expected to see the highest market share at about 34.85% followed by AI (artificial intelligence) toys, which is expected to grow with a CAGR of 10.85% by 2030. Though the Osmo games provide good educational benefits, they do not allow any construction activity in their applications, while Sphero is focused on coding but does not offer any storyline (PlayOsmo, 2026). While LEGO toys are well-known for the building possibilities they offer, there is no common augmented reality story. BrickQuest AR, on the other hand, uses augmented reality and building activity, and allows for parents to manage their children.

Brand Identity Development

• Brand Personality and Core Values

The character of BrickQuest AR stands out for its qualities of an optimistic adviser. Full of fun inquiry, the application forms a comfortable space for children doing constructions and their families. There are four main principles of the brand: curiosity, because the process of building always means learning something new; craftsmanship, which means the celebration of the family’s achievement of a new construction; family bonds, as building means travelling throughout the quest with parents; and transparency, letting parents know what the app registers. These findings are confirmed by the research conducted by Bourha et al. (2024), which suggests that people have a more positive attitude towards technological toys if they understand the purpose of the technological element. Thus, the essential idea behind BrickQuest AR is that to receive the digital part, users need to build something and come back to their constructions after having spent not more than 10 minutes online.

• Artificial Intelligence (AI)-Assisted Brand Name, Slogan, and Logo Development

The BrickQuest AR brand identity was mainly developed using Generative AI. The following prompts were directly entered into the ChatGPT (GPT-4 model) in order to brainstorm and shape the brand name as well as its slogan and logo concepts.

Prompt 1 (Brand Name): “Come up with 10 names for a children’s building block toy (6-11 years old) which has an accompanying augmented reality app that brings it to life. The name should sound fun, easy to pronounce, and suggest both construction and technology”. The AI produced suggestions such as BuildQuest, BrickVerse, StackQuest, AR Builders, QuestBricks, BrickQuest AR, ConstructoQuest, Play Forge, Build Beyond, and Brick Spark. Thus, the name BrickQuest AR was chosen as it reflects the fact that the name encompasses the materials of the product, which is brick, story as a gameplay element, i.e., quest, and the technology used is AR.

Prompt 2 (Slogan): “Suggest 5 catchy phrases (8 words max) for the toy company BrickQuest AR that will catch parents and kids respectively.” The suggestions are: “Build It. Unlock It. Live It.” “Each Brick Has Its Tale,” “The Adventure Begins with Each Brick”, “Just Snap, Scan, Go,” and “Tiny Bricks, Big Adventure.” The team chose the first slogan for its catchy three-step pattern that teaches customers about the process of play.

Prompt 3 (Logo Concept): “Create a logo concept for a children’s brand named BrickQuest AR that is a combination of an icon of a brick and something representative of adventure or exploring. Colors should appeal to children while still being attractive for parents.” This AI suggests a design of a logo based on a single interlocking brick, which has been modified to look like a compass needle. It is placed inside a round outline, which appears both as a map and as a part of a game. The color palette is supposed to have a dark teal color and a yellow accent color on a white background. To achieve a friendly impression, the logo needs to use a bold and round typeface with sans-serif features, like Baloo 2 or Fredoka.

Customer Journey Map

• Technology and Social Media Strategy

In each stage of the customer journey with BrickQuest AR, technology and social media are crucial since today’s parents do not purchase a toy without searching for information online. According to Statista (n.d.), 16% of children aged 2-12 surveyed in the United States (U.S.) stated that they had asked their parents to buy a product immediately after seeing a commercial on YouTube, making this social media platform, along with TikTok, a great advertising tool for this age category. Keeping in mind this trend, BrickQuest AR’s marketing strategy includes four channels of communication: YouTube Kids (where animated trailers and unboxing videos are presented), Instagram (where carousel posts with STEM statistics together with pictures of families building are posted), TikTok (where user-generated content showcasing the finished build of families is shared), and a closed Facebook group for parents who would like to exchange building ideas and help with troubleshooting the app. Apart from that, an influencer’s program is developed for cooperation with the families of students who obtained STEM education and teachers ready to endorse the educational focus of the project.

• Customer Journey Stages

There are five stages of consumer experience involved in BrickQuest AR. In the first stage of awareness, a child comes across a quest trailer on YouTube Kids, or a parent comes across a product Instagram post that is sponsored by BrickQuest AR. These media are chosen according to the current ad-recall trend. In this regard, Statista (2024) states that YouTube and TikTok are two media through which a child of the target age group becomes aware of a product that they will eventually ask for. During the consideration step, a parent visits the website brickquestAR.com, checks ratings on Amazon, and looks up posts in Facebook-parent groups before deciding whether to buy BrickQuest AR or its competitor products, such as Osmo or LEGO add-ons. In the decision step, the parent uses the comparison products page on the company website, which is supported by a short video from a STEM teacher testifying about the choice of BrickQuest AR over other products. Once the buying process is finished, either through the company’s website or Amazon, a confirmation email with a simple guide on the app setup is received (Chapman, 2022). Finally, goes to the post-buying stage, where the family becomes a part of the app community and gets to be rewarded by the child for accomplishing quests.

Table 1

BrickQuest AR Smart Customer Journey Map Across Five Stages

Conclusion

BrickQuest AR serves as a tough rival in the expanding STEM toys market, as parents are looking for meaningful, innovative construction toys powered by technology. Its brand strategy relies on precise market data, which implies the identification of two target audiences: children and their parents. The five-step customer journey helps families move from learning about the product on YouTube to being active in the community within the app.