Behavior Design Creates A Playground of Interactivity 4Kids

April 22nd, 2008 —

Behavior was hired by 4Kids Entertainment, a major licensee of children’s media, to strategically develop their online presence. The new site’s (http://www.4kids.tv/) platform serves as a showcase for all 4Kids Entertainment properties including Pokemon, Ninja Turtles, Viva Piñata, Chaotic, among others. The initiative called for a design that would enhance the user-experience while sustaining a multi-brand community.

In an effort to accommodate their young audience Behavior approached the project as if the site were a gaming console similar to wii and Xbox. This familiar interface allows users of all ages to share in the experience and gives 4Kids a chance to increase community participation. The site previews the latest shows, buzz articles, new avatar accessories, contests, and a video interface for each brand identity.

By providing each property with its own homepage Behavior was able to create a consistent interface structure that revolves around the user while simultaneously maintaining the integrity of each independent brand. While the look and feel of each branded page remains true to its unique identity, the site in its entirety utilizes a global modular framework. While this ensures a consistent user-experience, it also provides 4Kids Entertainment with the flexibility necessary to accommodate future growth. In addition, Behavior, in collaboration with the 4Kidstv.com in-house team, designed and implemented an improved ad strategy.

“Behavior is a user-centric team. We wanted to connect with the 4Kids audience and create something fun yet flexible. Our team used 4Kids objectives and key market knowledge to craft a holistic design strategy to bridge their television and online media platforms. Ultimately we integrated a seamless brand experience with a playground of interactivity,” says Jeff Piazza, a Behavior Design partner.

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