Neonatos

These curious-looking creatures were my favouirte toy when I was a kid, and today I admire how brilliant this idea is. The in-store experience was definitely the key to their success. I can vividly remember walking into a vibrant store full of cribs and “nurses” ready to help adopt a neonato. They took me through the whole process, from removing its umbilical cord to giving it its first shot. Of course, it needed clothes and food and the store felt like paradise. Before saying goodbye, the nurses reminded me to bring it back soon for its next flu shot and a doctor's check-up; I don’t think I can count the many times I dragged my parents to the store. Their ability to create a magical experience around their product and use this to build add-ons and complementary products to upsell to customers is amazing. Today, they have expanded across Latin America and most recently reached stores in Spain with what has proven a great business model.