The Hive continued to help Gymboree Play & Music complete its rebrand in years three and four. In year three, we built a campaign that cleverly tied child development to the trial offer that Gymboree offered new parents—a free class for a limited time. In year four, we built a new campaign based on the insights that toddlers learn through play. So, although it looks as if there’s no science behind the games kids play at Gymboree, the games are actually well-crafted child development exercises. Again, we wanted to make sure that no parent thought of Gymboree as an expensive indulgence, but rather as a necessary tool to help grow young minds.