WHAT MAKES

TOYS SELL
We do not just buy
toys. In play, we
instinctively rehearse
our eternal roles.
We derive the maximum value from
narratives that are automatically
identifiable and viscerally classifiable as
evolving parts of our human experience
What deeply engages us always
fulfils some fundamental motive,
the evolutionarily-preserved
dispositions that have helped us
survive and grow
Concepts are neural
structures that allow us
to order and categorise
all stimuli around us
Our psyche consists of a code. We are an ordered pattern
of fundamental motives capable of generating life.
Successful brands
coherently express
the very patterns of
our psyche
Using , for the first time, a multidisciplinary
approach, including brand communication
decoding, motivational research, psychology,
affective neuroscience, cognitive linguistics, cultural
anthropology, sociology, philosophy and their
proprietary tools, BRAND AVIATORS has studied
the motives underpinning buying behaviour in over
70 global categories of goods including toys
Beneath all the phantasmagoria of global
marketing communication, lies order and
rhythm, the source code of our human
behaviour
 What follows is a brief analysis
of the deep motives for buying
toys. The motives are presented
in order of increasing relative
importance in line with their
power to influence our buying
decisions. The further we read,
the stronger the associations
they build in our mind, the more
powerful their influence on the
sales and profit in the toys
category.*
* A book will shortly be published, extensively analysing the
motives underpinning 33 categories of everyday consumer
goods and our fundamental human motives. It puts forward the
most integrated platform for engaging people to date.
CONTROL: On an initial layer of motivation,
toys give us the opportunity to exert a
greater control over our environment, and
even momentarily to be authors of our
destiny. Toys frame the owner as an
individual. Acting as objects and subjects at
the same time, they condition our behaviour
through the meaning and values that are
imbued in them.
DISRUPTION: More significantly,
we buy toys because they help us
defy negative and too powerful
forces inside and outside us and
create our survival space. In
essence, play is a psychic exercise
which prepares us to welcome
lifes happiness and sadness,
triumphs and defeats.
Toys help us step outside
normal life, bend rules, break
normal patterns. Toys overturn
the normal order of values.
CARE: Inherently small and
helpless, dolls, teddy bears and
other babies and fragile
creatures, need our loving care
to survive, effectively arousing
our care giving instincts. Our
mind is shaped in such a way
that the more one seems to
need us, the more we love
him/her.
COMPANIONSHIP: On a deeper
level, toys are the relational items
par excellence. Toys are always
available and provide their love
freely and unconditionally. Toys help
us connect with others and they
become themselves our real
companions.
INTELLIGENCE: Toys have the capacity to
feed the mind and make us more well-
rounded. They prompt human thought,
they educate us they make us smarter.
Toys as the artifacts of play help us to
unify our personality, they give us a
sense of balance in life. As Schiller and
many other thinkers believed, we are
only wholly humans when we are
playing.
ACHIEVEMENT: Toys are tools of
development and a means of self-assertion.
As toys are agents capable of having an
effect and as we get great pleasure in
anything we can do effectively, we like to
think that toys promote the greatest growth
in every living person.
CREATIVITY: Toys help us create and
express our individuality. In play
children use all their being, from
instincts to acts, feelings and
thoughts. As all their personality is
expressed they, ultimately, create
a world infinitely richer and more
complete than reality exemplified
through the strikingly common
wellspring of similarities in
concepts of masterpieces and
childrens fantasy play.
REASSURANCE: Moving closer to the
dominant motives, toys make us feel
safe and happy. Toys represent a
source of comfort something to turn
to. They are small, cosy, placid, totally
predictable and thus they easily
become vehicles of affection and
consolation. With them children keep
reality at bay and take the space to
grow at their own pace.
EXPERIMENTATION: Toys help us seek
everything that is interesting in existence.
Play is anticipation, expectation, arousal,
excitement, stimulation, arbitrariness,
incompleteness, thrill, risk, curiosity,
search, novelty of experience, an attempt
to diversify. They are exploratory items
that help us satisfy our instinct to try-out
life. They trigger vital experiments that
open doors out onto the limitless world.
TRANSFORMATION: One of the deepest motives
for buying toys is their transitory nature, their
very capacity to be vehicles for the imagination.
Play extends the settings and expands the
present. As is the case in every ritual, in play
there is always transition. Play is a metaphoric
action, a suspension of disbelief, which involves
a transformation of the physical world. It is a
threshold, a passageway to alternative worlds.
Children and adults alike, eliminate reality to
see what cannot exist for the time being. Toys
play the role of the mediators in the transition
and encourage pretend and make-believe play.
JUBILANCE: On the deepest layer of human
motivation, toys help us express our
exuberant nature, our very motive to exalt
life. Play is autotelic, the end in and for itself.
Successful toys enable us to take possession
of the wholeness of life. Capturing the
intimacy of the moment, they introduce us to
the ecstatic play of the world. Toys have the
ability to create frenzy, intensive pleasure,
euphoria, exhilaration, exultant joy, gaiety,
gladness, and laughter that absorbs us
completely, intensively, and tumultuously.
This map
illustrates the
way some major
brands of toys
are positioned in
the consumers
mind
Deep category understanding is just
the first step in creating engaging
narratives. To build a proposition
that is deeply engaging, the brand
must germinate the bare motives
that drive the category in a unique
and profoundly human way.
Having captured, for the first time,
our fundamental human motives at
the deepest levels of their
deployment, all the way from:
their biological value
to the neurosystems they engage
to the cognitive operations and
psychological states they activate
to the major social reinforcers
they cause and
to the rich hierarchy of inherent
concepts they infuse into our
everyday life, BRAND
AVIATORS helps marketers
develop Intrinsically Engaging
Narratives
Based on in-depth research and
practical implementation, BRAND
AVIATORS helps marketers
develop brands with a solid inner
architecture deeply rooted in the
fundamental human motives, using a
three-phase methodology
Phase 1: Map the territory
The first phase of the methodology
deconstructs the fundamental human
motives driving the sales and profit of the
category, establishes the relevant
psychographic territories and reveals the
way that the brands are mapped in peoples
mind
Phase 2: Give soul to your
brand
To be authentic and engaging,
narratives must always be sourced
from the core of the brand. The
second phase captures the core of the
brand, and mobilises its genuine
codes in order to satisfy our common
motivations relative to the category.
Phase 3: Enrich peoples lives

Powerful strategies require effective articulation. In

this third phase, the consumer proposition is
translated into ownable experiences written in the
language that uses our primary emotions as
structural elements.
There is a direct correlation between
our fundamental human motives and
the level of sales and profit

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Nothing fuels creativity more
than understanding and
mobilising our fundamental
motives and the rich hierarchy
of inherent concepts they
infuse into our everyday life
The efficiency of communication budgets is
maximised when the authentic codes of the
brand match the deepest motives which
drive sales and profit in the category.
Nowadays, we have no excuse for saying
that we waste half of our advertising
budget but we dont know which half.
Above all, by founding
brand strategy on our
fundamental human
motives, and by embedding
Intrinsically Engaging
Narratives the brand
becomes deeply humanistic
in that it offers holistic,
universal experiences that
no longer simply satisfy
some individual needs but
the needs of the species
We are trusted by some of the worlds leading companies:
 Ask here for your FREE eBOOK The Intrinsically Engaging
Narratives Of Toys to boost the sales and profit of your brand:
http://www.brandaviators.com/ask-for-your-free-ebook