Chad Valley brand development

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Brand guardianship and development of Chad Valley toys over a 5 year period for Argos.


Chad Valley UK market share up 11% in 12 months.

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Consumer research had identified that Chad Valley was categorised by its core target audience (parents with children under five) as a ‘nondescript’ brand.

It lacked the confidence and energy of competitors such as Fisher Price, Thomas the Tank Engine and Early Learning Centre. Parents struggled to know what the brand stood for and they had concerns over product quality. Initial Chad Valley branding was viewed as confusing, unappealing and lacking in personality.

Our brief was to help re-establish this fantastic, historic, British toy brand.

Bonfire was initially commissioned to review and develop an inclusive set of brand guidelines and deliver the Chad Valley brand promise of ‘endless play’ across the packaging, catalogue, online shop and internal events at Argos HQ.

It was vital to deliver a compelling and cohesive brand story in Argos’ unique retail environment where customers are unable to examine goods instore.

A core part of the Chad Valley customer journey is the infamous Argos catalogue. We developed the brand pages exploring photography, product size, page positioning, features, hierarchy, colours, borders and illustration styles optimising impact and getting the science of this unique touchpoint down to a fine art.

As the potential of the Chad Valley brand was realised over a five year brand evolution, we delivered the brand promise of ‘endless play’ through a core creative vision of ‘A world of imagination’, developed early on after a series of market research exercises. The brand and all its touch-points were reviewed several times as the product range expanded across clothes, outdoor play and garden products.

The customer journey was transformed through a more detailed, intelligent and consistent implementation across multiple product categories and Argos brand touchpoint including guidelines, packaging, catalogue pages and online shop-in-shop.

The Chad Valley brand had exceeded its three-year business plan in the first 12 months of brand development, and in the first 18 months sales had increased by 57% YoY and market share of the UK toy market had increased from 37% to 41%. Approximately 70% of this four point increase is directly attributed to the incremental increase in sales of 35% delivered by the Chad Valley brand work.

Over a five-year period of continued evolution and guardianship the brand has seen over 500% growth and continues to go from strength to strength.

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3 year growth plan achieved in first 12 months following brand development.

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Due to the retail success with the Chad Valley brand, the brand is expanding further.. 

Brand Manager, Chad Valley

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