Challenge
The Limburg-based Nolmans family, who run ToyChamp, knew the operational integration would be challenging enough. But they also understood something crucial: merging warehouses and systems is one thing. Merging brands and winning hearts? That's where the real work begins.
Traditional retail faces constant pressure from online competitors, yet toy stores still thrive when they offer something special: inspiration, experience, tangible joy. The question was: how do you preserve that magic while unifying everything under one roof?
Pavlov’s Tailored Approach & Solutions
Pavlov started with listening, not assumptions. They surveyed 11,000 consumers across Belgium and the Netherlands, ran a pan-European competitive analysis and conducted focus groups to validate the insights. Real data from real people.
Working in co-creation with ToyChamp, they explored seven strategic scenarios. The winner? Relaunch DreamLand as the singular brand and retire the others. Bold, but backed by evidence.
They built the entire brand universe around four core values: stimulating, inspiring, connecting, and nearby. They created new visuals and a mascot, mapped the customer journey and defined the experience for each touchpoint.
Finally, they ran workshops with employees from all three companies to co-create a shared brand culture. Because the best strategy means nothing if your people don't believe it.
Impact & Result
DreamLand now feels more than ever like a unified brand, not a corporate merger. Families experience the same inspiring atmosphere across all stores, regardless of their legacy. The rebrand gave the organisation a common language and direction.
Want to dive deeper into this project? Read the full case study on Pavlov's website.
