Kidz Station brand growth programme:

The Factory of Merriment

Creating a new store design to help drive forward this beautifully crafted kids’ toys brand.

Challenge

Kidz Station needed to transform from a collection of brands into a unified, experience-led destination - a place where play and imagination take centre stage. The challenge wasn’t just about selling toys; it was about creating a world of excitement and discovery where children could explore, interact, and make memories.

The goal was to shift from a ‘House of Brands’ to a ‘Branded House’, developing a distinctive identity that extended beyond products and came to life in every part of the retail experience. Kidz Station needed to stand out in a crowded toy market - not just as a store, but as a place where fun is made and play never ends.

Approach

Brand Design Lab brought the Factory of Merriment concept to life - turning the traditional toy store into a hands-on, sensory-rich playground. Instead of just browsing shelves, children were invited to build, create, explore, and truly engage with the world of toys.

To achieve this, we translated Kidz Station’s new brand identity into a dynamic 3D experience. Playful design elements, bold shapes, and interactive features extended the visual language into the physical space, ensuring a seamless connection between brand and environment.

While the brand identity itself was originally developed by a local agency in Jakarta, our role was to activate and amplify it within the retail environment – bringing it to life through spatial design, storytelling, and immersive experiences.

We developed a flexible yet immersive store model that could be consistently applied across all locations, with every touchpoint designed to spark curiosity, encourage hands-on play, and reinforce Kidz Station as the ultimate toy shopping destination.

Key Features

Fascia Design

The storefront is the first physical expression of the Factory of Merriment, bringing the new brand identity to life in 3D. Playful tubes, stepped elements, and bold shapes - inspired by the visual identity - capture the attention of passers-by, creating a sense of excitement before they even step inside. The Kidz Station mascot stands proudly at the entrance, offering a warm and whimsical welcome to visitors.

Kidz Station Hub

At the heart of the store, the Kidz Station Hub is a vibrant, hands-on space where the best toys come to life. Designed for play, product trials, and live demonstrations, this interactive area invites children to explore and engage while reinforcing the fun, factory-like aesthetic of the store. Exclusive Kidz Station interactions add an extra layer of excitement, making the space a true centrepiece of the experience.

Third-Party Brand Spaces

A dedicated brand showcase system ensures that each partner brand stands out while maintaining a cohesive Kidz Station look and feel. To avoid visual blending, a modular wall system clearly defines each brand’s area, creating a seamless but structured experience for customers. Across all third-party spaces, brands are encouraged to showcase their best expressions through interactive play zones, product trials, live demos, and customisation experiences, making each section an engaging destination in its own right.

Feature Furniture Design

Custom-designed fixtures infused with signature Kidz Station elements - tubes, cogs, and geometric shapes - bring the brand language to life throughout the store. These playful yet functional additions create a sense of wonder while remaining highly flexible, allowing for dynamic product displays, interactive demonstrations, and seasonal updates.

The Payment Station

The final brand touchpoint, The Payment Station, transforms a routine checkout into an engaging moment within the Factory of Merriment. Themed with cogs, pipes, and playful shapes, the space features both a cash desk and a dedicated wrapping station, encouraging impulse purchases and creating a memorable final interaction. As customers complete their journey, they leave with not just a toy, but a full Kidz Station experience.

The Impact

Kidz Station is now more than just a store - it’s a world of fun, creativity, and discovery. By reimagining the shopping experience, we’ve built a strong, unified brand that captivates kids, delights parents, and keeps families coming back for more.

Trade at the new pilot store in Gandaria City Mall, Jakarta, has increased fourfold, with productivity doubling. This growth was achieved despite a 15% increase in store footprint and a deliberate reduction in product quantity - proving that a stronger experience can drive better results.