3

• Live our brand purpose

• Create the coolest kids

challenge in the world!

• Secure a great partner

to help deliver it!

“Adults get to

take risks…kids

don’t”4

• Families are time poor

• Play is more structured

• Less opportunity for

freedom and risk taking

• Kids need to break out

the routine

• Kids seek experiences

5

• Look through kids eyes right from the

beginning

• Ensure we’re connecting with the

target age group 8 – 12s

• Better understanding of what

adventure looks like and means

• Understand how to translate the adult

TM brand into something that works for

kids

• Collaborate with kids on designing the

obstacles

6

• Co-creation workshops in the UK

and US

• Iterative process – co-create,

design concepts then evaluate

• Some kids attended trial event

• 3D thinking using play materials

50+ events!Kick off: 7th March 2015

UK, Ireland, USA, Canada