Howie and Landau, the most recognized cartoon characters in China, enjoy tremendous market share and loyalty with their target audience of children 2 - 12 via print and televised cartoons. 红

And although the content market share was noteworthy, it primarily highlighted the lack of a synergized brand extension strategy to capitalize on the significant untapped retail potential. 

To redirect the focus, the parent company was reorganized and new management was sourced with specific goal of building a significant catalog of merchandise across all categories, a supply chain to develop the new merchandise initiatives and create a multi format retail implementation program, with these recognizable characters and their adventures as the content foundation.

At the core of the retail distribution network, a new to the market children's lifestyle specialty store was developed to showcase their own created children's apparel, home and lifestyle merchandise in any easy to shop experience oriented lifestyle specialty store call greatdreams. 

Family love and bonding through shared experiences were core values identified early in the process and applied all aspects of the shop concept.

Retail formats were developed across a variety of real estate opportunities and brand positioning exercises.  The primary focus of format implementation is free standing shopping center based specialty stores and shop in shop kiosks within selected department stores.  As opportunities arise free standing high street flag ship locations will also be developed.

Expansion of the retail brand is currently in go-mode throughout China via company owned and operated stores as well as an aggressive new franchise network which allows smaller and local owner operators the opportunity to participate in the program.

rkd retail/iQ was responsible for retail strategy, all creative expressions of brand + graphic communications, retail planning and design and is currently assisting greatdreams on the role out program of selected locations.