How the digital world became an extension of children's imagination through chatbot stories.

Web design Development UI UX Concept

The Context

PLAYMOBIL® has been a children’s classic for more than 50 years, stimulating children's creativity all over the world. With PLAYMOBIL®, children can not only slip into many different roles, but also recreate and experience the world in miniature. However, a digital extension of the stories children make up had yet to be materialized.

The Challenge

Finding a digital extension to the PLAYMOBIL® sets without compromising children's creativity and keeping it educational.

The Solution

Together with the PR agency, Walkie Talkie, Lunar Gravity sought a creative way to bring the stories to life. Not a simple product website or video, but rather a way to connect the analog world of toys with the digital world—and childlike imagination.

Stories for imagining

Inspired by classical storytelling, Lunar Gravity invited an announcer from a local children’s network, Ketnet, to read a few stories. Each story was accompanied with emojis so that parents and children could easily follow along. Each story contained an open ending so that the child could continue playing and come up with his or her own storyline.


Children were central to the website's development. Extensive testing with young children provided feedback which was then collected so the interface could be adapted. The stories, nice emojis and the familiar Ketnet voices enraptured the children and kept them enchanted.

A sustainable imagination

To accompany the spoken stories, we set up a communication platform where new stories and interactions can continue to be built. The campaign succeeded in creating a connection between a brand with limited digital DNA and children’s colorful imagination.

The Results

In the first month:
7900 Users
+23 hours of stories have been listened to
34.000 pages viewed