FROEBEL-KAN: Great Failure

Froebel-kan, a producer of picture books and educational toys, launched a project to shift the focus on Japan's deep-rooted preference for children's academic credentials over their creativity.

Campaign details

Brand: FROEBEL-KANAgency: dentsu inc.

Situation Analysis

In current Japan, examination ordeal is getting overheat and age lowering is speeding up. Although birth rates are declining, the numbers of students entering cram schools are increasing. In the past 20 years, the number of cram school students under the age of 5 has increased 1.2 times. Young children have been deprived of their time to play, and instead, are forced to achieve higher scores and to enter higher-ranked schools. In the background, the emphasis on academic credentials remains deeply rooted in Japan. Such kind of obsession causes...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands