Case Studies ❯ Toronto Blue Jays Community Outreach Program
Toronto Blue Jays Community Outreach Program
Building the Next Generation of Blue Jays Fans with Ace’s Playbook
The Toronto Blue Jays could see the important role young baseball fans play today. But transforming them into the lifelong supporters of tomorrow? This is what they needed Kidzsmart’s help with! To build a deeper connection with kids and families and spark a passion for sports from an early age, they partnered with us to create Ace’s Playbook – a program full of baseball-themed challenges, fun facts, and hands-on activities.
The Goal
The Blue Jays wanted to create a dynamic experience that was entertaining for young fans – but they also wanted to incorporate an educational aspect. By teaching kids about the fundamentals of baseball they could pique their interest and extend their fan engagement way beyond game day.
The Challenge
In 2011, the Toronto Blue Jays were looking for a way to turn Jr. Jays Saturdays into more than just a game-day experience. They wanted to create truly meaningful interactions that would carry over into kids’ daily lives, and they needed a way to do this effectively. They knew that building a long-term emotional connection between kids and the team wouldn’t be easy, but that when implemented correctly could have fantastic results.
The Solution
Kidzsmart applied its expertise in play-driven learning experiences, strategic storytelling, and interactive education to develop Ace’s Playbook – a fun, hands-on experience that immersed kids in the world of baseball.
Creative Strategy: Rather than a standalone piece, Ace’s Playbook extended the Blue Jays’ brand, integrating team branding, player stats, and storytelling elements. Puzzles, trivia, and creative challenges reinforced key themes from their existing engagement efforts.
Immersive Play Experiences: Baseball-themed problem-solving, stat-based math challenges, and strategy-focused activities deepened kids' understanding of the game.
Seamless Brand Integration: Designed as a natural extension of Jr. Jays programming, Ace’s Playbook enhanced game-day excitement and gave young fans a sense of belonging within the community
The Results
Since its launch, Ace’s Playbook became a beloved part of Jr. Jays Saturdays, evolving with fresh content and new fun elements like decoder games and collectible temporary tattoos. This program was more than just an activity book for kids, it was a valuable resource that strengthened the Blue Jays' connection with families, reinforcing their role as a trusted and exciting presence in their kids’ lives.
Increased Fan Engagement: Kids eagerly participated in Ace’s Playbook activities, making game days even more memorable and exciting.
Extended Brand Interaction: The take-home element ensured that the Blue Jays brand remained part of family life long after the game ended.
Lasting Impact: By integrating play, learning, and storytelling, the program played a pivotal role in creating a new generation of lifelong Blue Jays fans.
Client Testimonial
“Kidzsmart is a great team to work with. Throughout our past experiences working together on projects, they have always provided creative ideas in a timely manner, resulting in an exciting finished product!”
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