Problem: Conventional wisdom holds that there is nothing like a tie-in with a hot licensed property to lift short-term volume and share on a kid brand. But quality licensed properties don't come cheap, and they offer little (if any) residual brand building equity to the host brand.

Solution: When Hefty came to Just Kid Inc. looking for help in developing a year 2 growth plan for Zoo Pals, our eyes turned not to Hollywood but to the Zoo Pal brand positioning statement as the foundation for our creative thinking. The result was "Zoo Babies", a simple but extremely successful line extension which has created enormous excitement among the brand's young kid sweet-spot while reinforcing the brand's positioning of "the only plate that makes your food more fun to eat."