The concept of the Toy Library originated during the Great Depression, when it was noticed that children were stealing toys, as they could not afford to buy them. Due to the concern of rising theft, a library was started where children could borrow a wide variety of toys. It also helped to encourage the values of honesty, responsibility and good citizenship. Since then, many toy libraries have sprouted across the United States. The concept, however, is not prevalent in other countries around the world. Hence, many people are, as yet unaware of its benefits, which include, providing an environment of abundant playing opportunities, building communities and serving as a critical educational resource for a child's development and unstructured play.

This thesis provides an opportunity to promote the benefits of a Toy Library. Besides generating public awareness, it also serves as a marketing campaign enabling the audience to understand the idea behind the Toy Library. The new identity design and brand awareness campaign attempts to convey a specific message to inform and motivate people to join the service, as well as to encourage learning and playing through the sharing of toys. The applications of the campaign act as a tool to educate parents on the merits of a Toy Library in child development, thereby empowering them to be a part of this service. It also helps to facilitate in bringing all toy libraries under one roof, ensuring a stringent standard, as well as consistent facilities and programs across the United States.

Research was conducted and data was assembled from various sources such as Toy Library websites, videos on toys and early child care books, as well as

articles on advertising campaigns. Online and physical surveys created to gather valuable feedback, as well as opinions regarding Toy Libraries. A visit

to the Toy Library in Rochester was conducted to observe its day-to-day

functioning. Personal interviews with parents and toy librarians were

conducted out to gather information about their experiences at the Toy Library.

Library of Congress Subject Headings

Toy lending libraries--Research--United States; Toy lending libraries--Interactive multimedia--Design

Publication Date


Document Type


Student Type


Degree Name

Graphic Design (MFA)

Department, Program, or Center

School of Design (CIAS)


Nancy Ciolek

Advisor/Committee Member

Lorrie Frear

Advisor/Committee Member

Stephen Scherer


Physical copy available from RIT's Wallace Library at GV1218.62 .K37 2014


RIT – Main Campus

Plan Codes