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Beanstalk

Issue 17 | December 2010

Background

Research showed that only 10% of parents were buying their children’s birthday presents from Early Learning Centre. With 341,000 birthdays for 0-5 year olds each month in the UK, they wanted a bigger slice of the market.

So the Big Birthday Club was created. Parents were encouraged to sign-up with the promise of a free (little) gift for their children just before their birthday.

Unfortunately the budget was just 60p a pack.

How do you send an engaging gift through the post for 60p (including postage)? This is less than even your meanest aunt would spend.

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