MEG x Icon City: Bringing a Legacy Toy Brand into the Digital Conversation
- C. Aigner Ellis
- 2 days ago
- 2 min read
A Case Study in Strategic Marketing, Cross-Generational Messaging, and Media Fluency (2016)
🧠 The Client
MEG (Marketing & Engineering Group) is a global toy company known for innovation and mass-market success. In 2016, facing a digital communication gap, MEG brought in C. Aigner “Anye Elite” Ellis — not just as a consultant, but as a cultural translator fluent in the language of new media.
Through this engagement, Icon City provided the strategic lens needed to help legacy brands like MEG modernize their voice, platforms, and promotional rhythm, without compromising their history.
🎯 Project Objectives
Develop a scalable, platform-native digital strategy
Enhance MEG’s communication with younger buyers, creators, and retailers
Translate analog brand values into contemporary digital storytelling
🛠 Role of Icon City
📲 Digital Strategy Consulting
Audited and restructured MEG’s online presence
Developed content frameworks and tone guidelines for LinkedIn, Instagram, and internal digital assets
Identified ways MEG could align its product launches with digitally savvy influencer and retail ecosystems
🌐 Cultural & Generational Fluency
Icon City helped MEG understand and respond to digital culture in real-time, aligning with buyers, creators, and parents
Provided narrative direction that honored MEG’s heritage while making it relevant to Gen Z and millennial decision-makers
💬 Testimonial Spotlight
“Aigner's knowledge and insight has been invaluable... his understanding of how to initiate an online strategy and grow a social media presence is truly impressive.Us old school really need intelligent and enthusiastic millennials who have lived new media and spoken the language their whole lives!”– Daniel Senton, VP of Operations, MEG
📊 Results
Strengthened MEG’s online credibility with emerging buyers and marketing teams
Laid the foundation for platform-native storytelling strategies
Expanded Icon City’s B2B consulting portfolio, proving its ability to serve clients beyond entertainment and culture
💡 Why It Matters
“Icon City doesn’t just speak culture — we translate it into strategy.”
This collaboration proves that legacy brands don’t have to chase trends — with the right guidance, they can lead conversations by modernizing the way they connect and communicate.
🔗 Let’s Build the Bridge
Want to modernize your B2B voice or product story without losing your identity? Icon City bridges media, business, and culture to get you seen — clearly.
Comments