Paul Baranda Portfolio

Recruiting Droid Inventors

Bringing the galaxy to life, LittleBits introduced the Star Wars Droid Inventor Kit, blending play with STEM learning. To stand out in a competitive holiday season, the brand tapped into the power of digital-first storytelling, YouTube influencers, and social-driven engagement to capture the imagination of kids—and their parents.

The brief

Client
  • littleBits
Work & Expertise
  • Strategy Development
  • Media Planning & Buying
  • Influencer Partnerships
Role & Company
  • Associate Account Director
    Giant Spoon // New York

LittleBits, a toy startup merging LEGO-like building with electronics and coding, had a game-changing product: the Droid Inventor Kit, which let kids build and customize their own R2-D2. With educational toys on the rise and gender-neutral play gaining traction, the brand needed a holiday launch strategy that would excite kids, reassure parents, and compete against established toy industry giants. Instead of traditional TV ads, LittleBits needed a modern, digital-first approach to reach young audiences where they were already engaged—on YouTube, social media, and influencer content.

The Droid Inventor Kit lets kids build their own versions of R2D2 from “Star Wars” while letting parents feel like their children are learning to code.

The work

To drive mass awareness and engagement, we developed a multi-channel content and influencer strategy that put the Droid Inventor Kit directly in front of kids and parents in an authentic way.

  • YouTube & Influencer Collaborations: Partnered with Fullscreen to activate top kid-friendly YouTube influencers, including EvanTube, a leader in unboxing content. His video alone generated over 700,000 views, bringing hands-on excitement to the Droid Kit’s features.
  • STEAM Learning & Gender-Neutral Play Positioning: Emphasized the kit’s educational coding components while highlighting its accessibility to all kids, breaking down barriers in the toy industry.
  • Social-First Content & Digital Ads: Developed high-impact YouTube, social media, and podcast ads to reach parents and reinforce the value of hands-on STEM learning through play.
  • Press & Thought Leadership: Secured editorial placements on sites like Fatherly, a trusted source for millennial parents, strengthening the kit’s credibility as a smart gift choice.

YouTube & Influencer Collaborations

Rather than traditional TV ads, LittleBits took a digital-first approach, leveraging YouTube, social media, and influencer content to reach young audiences where they were most engaged. Partnering with Fullscreen, the brand secured collaborations with top kid-friendly YouTube creators, including EvanTube, a leader in unboxing and toy review videos. His hands-on demonstration of the Droid Inventor Kit generated over 700,000 views, showcasing the excitement of building and customizing an R2-D2 in an authentic and engaging way. The campaign extended beyond YouTube, with additional placements on Fatherly, podcast ads, and targeted social content, helping LittleBits land the #2 spot on Amazon’s Holiday Toy List. Watch the video below to see the Droid Inventor Kit in action!

The results

The campaign delivered viral-level visibility and positioned the Droid Inventor Kit as a must-have holiday toy:

  • #2 spot on Amazon’s Holiday Toy List, solidifying demand.
  • Millions of views across YouTube, social, and influencer-led content.
  • Positive brand association with STEAM education and gender-inclusive play.

By embracing modern storytelling, social-first marketing, and influential partnerships, LittleBits successfully turned the Droid Inventor Kit into a cultural phenomenon, proving that the best way to reach the next generation of innovators is through the platforms they love most.