“Learning Is Where We Play” - Learning Resources | Clapboard Ad Archive
Learning Resources’ 2022 global campaign Learning Is Where We Play, created by Third Street, marks a decisive step in the brand’s international expansion by delivering a concept that translates seamlessly across markets including the UK, Mexico, South America, Europe, Asia, and Australia. The campaign adopts a whimsical rhyming narrative reminiscent of children’s literature akin to Dr. Seuss, crafting a playful and inviting tone that underscores the educational value embedded in the brand’s diverse toy portfolio. Central to the creative is a vibrant menagerie of characters—robots, polar bears, fire trucks, bugs, flowers, and rockets—that visually symbolize the multifaceted ways children engage with and learn from Learning Resources’ products. The repeated visual device of the “Learning_____” title card, which fills with educational outcomes such as “to build,” “1+2+3,” and “colors,” functions as a symbolic shorthand to convey the developmental benefits inherent in play, a technique that situates the campaign firmly within Clapboard’s FORMAT#9—Symbolize the Benefit. This approach moves beyond literal demonstrations of product features to a more stylized representation of learning as a magical, universal experience accessible to children worldwide. The campaign’s authenticity is further enhanced by featuring real Learning Resources employees and their children, anchoring the fantastical visuals in genuine moments of educational play. Strategically, the media plan leverages a digital-first mindset with 30- and 15-second video spots, six-second pre-rolls, and banner ads distributed across platforms like Hulu, YouTube, Moonbug, the Google Ad Network, and Amazon, targeting parents and caregivers in environments where video content consumption is high. This multi-format, multi-platform deployment ensures broad reach and consistent narrative delivery, reinforcing Learning Resources’ positioning as a provider of developmentally appropriate, engaging educational toys that make learning joyful at every stage of childhood. Clapboard rates this campaign 63/100. This campaign matters to the industry because it demonstrates how educational toy brands can employ universally resonant storytelling devices to communicate complex developmental benefits while maintaining emotional warmth and cross-cultural appeal.
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