Character will be present in all touchpoints of the brand, including channels such as TikTok and YouTube and the gamer universe.
The mascot Solzinho, by Ri Happy, got a new look to communicate with an audience that has changed over the last 10 years, when it underwent the last reformulation. More stylish and with a more digital appearance, the character will be present in all touchpoints of the brand, including channels such as TikTok and YouTube, where he returns as a protagonist with development content.
The change in the look must also be accompanied by the language, with more current references and a language that is fluid with the public. The attitude is in line with the brand’s moment, an ecosystem that needs to respond to the evolution of society, to the new habits of children and that has invested in a strategy to generate more experiences.
“The new Solzinho reflects this evolution of the brand, much more technological, with a multiplicity of channels (omnichannel) and a strong presence in the digital world, but without losing the lightness, playfulness and charm of playing”, says Carolina Braune, Head of Marketing by the Ri Happy Group.
The character, developed by JUX Filmes, should also venture into the gamer environment, according to the executive, following the expansion of this segment.
“Digital game platforms have become increasingly popular as a form of entertainment for children, and Solzinho will also be taking their games there”, says Braune, always careful to explain that the mascot, created in 1988 by none other than Mauricio de Sousa, the father of Turma da Mônica, will not lose the “playing boy” essence.
brand moment
The character has the challenge of connecting the public with the transformation of Ri Happy, which wants to be perceived as an environment increasingly relational than a toy supermarket, from a business ecosystem in entertainment, health and education, for the which intends to make some partnerships.
The brand is also preparing for the launch of the first children’s party house, Divertudo, and one of its priorities is to expand the number of stores through franchises. In addition, last Saturday (21) it launched Ri Happy LAB, a laboratory store at Shopping Villa Lobos, in São Paulo, which works on experience and presents several technological solutions.
“This store integrates with a broad ecosystem of play and becomes a meeting place for children of all ages, including adults”, adds the executive.
