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Furby Wuz Here

    Amplify + Hasbro bring Furby to New York to take over the city...

    Challenge

    Following the success of Furby’s re-release in 2023, Hasbro came to Amplify to introduce Furby to a new generation of kids, driving awareness, fame, and press coverage.

    Insight + Strategy

    Furby occupies a special place in the minds of millennial parents but means nothing to their kids. But whatever your relationship to Furby there’s something super-compelling about these mischievous furry beings which unites generations.

    We wanted to find a way to appeal to parents who may have owned a Furby of their own when they were younger and their kids who are at an age where play and mischief are an important part of their social development. Our approach was to empower our audience to (re)discover their inner weirdo. Balancing millennial parents' nostalgia with Gen Alpha's ability to create their own memories with Furby.

    Solution

    Introducing... Furby Wuz Here.

    We made New York City our canvas, leaving signs of Furby’s mischief everywhere and turning the Big Apple into a giant sandbox of discovery.

    From giant footsteps and Furby’s to fur-filled apartments to fur covered objects and more, each mischief moment told a delightfully weird story, stopping passersby in their tracks in high profile locations across Manhattan.

    We fanned the flames of these mysterious occurrences by enlisting the help of the city’s finest TikTok storytellers including Caleb Simpson, WhatsPoppin, and JeffreyInNYC. They created content that brought Furby’s mischievous personality to life.

    A team of charismatic micro influencers joined the conversation as well, adding to the narrative by creating stories around each mischief moment.

    Everything was combined into a wacky, faux vintage news report that followed Paranormal News Network host Maris Jones as she tried to uncover the mystery.

      • 300M+

        total campaign impressions across influencer + press coverage

      • 59%

        increase in sales POS from 2023

      • 44%

        increase in traffic to Furby brand page

    Brand Experience Agency of the Decade