Graj + Gustavsen Positions Weeplay for Explosive Growth

Graj + Gustavsen, the New York brand development and licensing firm, has created a compelling new multi-dimensional brand platform for Weeplay, the childrens apparel manufacturer that holds the license for brands such as Radio Flyer, Major League Baseball, Bonjour, Humphreys Corner, and Carters Watch the Wear. The unveiling will be at Magic, in Las Vegas, on August 25-28, 2003.

Contact:
Lisa Mulcahy
212.387.0070
lisam@ggny.com

Graj + Gustavsen Positions Weeplay for Explosive Growth

NEW YORK, NY (PRWEB) August 13, 2003 -- Graj + Gustavsen, the New York brand development and licensing firm, has created a compelling new multi-dimensional brand platform for Weeplay, the childrens apparel manufacturer that holds the license for brands such as Radio Flyer, Major League Baseball, Bonjour, Humphreys Corner, and Carters Watch the Wear. The unveiling will be at Magic, in Las Vegas, on August 25-28, 2003.

By launching the new brand identity at Magic, Weeplay will reveal the strength that exists within its own brand," explains Eric Gustavsen, principal, Graj + Gustavsen. At every touch point the Weeplay brand was energized to reflect its mantra, 'We Build Strong Brands."

The brand platform includes the development of a new brand identity, communication system, advertising campaign, marketing program and the new tradeshow booth design. The Weeplay look is clean, clear and full of energy. The new logo is in the shape of a W constructed from 5 colorful squares, It is always shown with a generous amount of space around it. All of the photographic images in the new campaign capture active kids at play. The new Weeplay image is the very embodiment of the brand-instantly memorable and thoroughly unique.

To support Weeplays presence at Magic, the new ad campaign-that targets childrens wear publications-will break in early August and will coincide with a direct mail marketing effort. On the show floor, Weeplays portfolio of brands will be presented as a cohesive gallery of work in its dynamic and experiential tradeshow booth (Magic 16504), designed by Graj + Gustavsen to communicate Weeplays commitment to building strong brands.

Company History

Graj + Gustavsen
As a business and brand incubator for over a decade, Graj + Gustavsen has partnered with principals and senior management of Fortune 500 companies and start-ups alike to successfully create, extend, and reinvent businesses and brands. The company is unique in its holistic approach to strategy and development, offering a big picture" package. Core concept, brand identity, brand positioning, licensing, packaging, product design, retail environment, marketing, advertising, and public relations are all addressed, resulting in a seamless entity that insures a powerful company presence.

Weeplay
Weeplay is a dynamic young company, based in New York, that has risen to the top of the childrens wear industry, in both sales and recognition, since its inception in 1994. Weeplay creates high-quality childrens wear, outerwear and layette products under the brands of Carters Watch the Wear, Emporio Baby, Radio Flyer, Bonjour, Humphreys Corner, and Major League Baseball, which are distributed through retailers such as Federated Department Stores, Proffits, Marshall Fields, Nordstrom, The May Company, Target, Wal-Mart, and J C Penney, as well as high-end specialty shops.