Playing to win.
We traded consumer DIY stress for category-defining growth, identifying an unmet need that scaled a seasonal assortment from 4 to 23 SKUs.
We served as category captains for Target’s seasonal party décor category, providing ongoing strategic guidance across assortment and growth opportunities. A key insight from existing consumer research revealed that a significant share of Halloween celebrations were children’s parties, where activities centered around games. At the time, consumers were largely creating these experiences themselves.
We identified an opportunity for Target to address this unmet need with beautifully designed, ready-made party games that seamlessly complemented Target’s party supplies. This expansion grew Creative Converting’s Halloween assortment from 4 to 23 SKUs, broadening the category’s relevance and commercial impact.
The games quickly proved their value at retail, driving strong sell-through and establishing a new, repeatable growth platform that expanded sales in the years that followed. Building on this momentum, we helped evolve Creative Converting beyond its core of paper plates and napkins into the broader party décor space—a highly competitive category—successfully breaking in through the development of distinctive new formats such as mylar fringe chandeliers and cocktail stirrers with integrated picks. These innovations allowed the brand to extend its authority from tableware into full-party experiences, unlocking incremental revenue streams and long-term category growth.