Who is behind … aprilkind? Brandora Editorial Staff - Lina Breuer - June 2017

 
The story of aprilkind’s success sounds like a magical fairy tale. Once upon a time, in the peaceful town Troisdorf near Cologne, in the middle of the beautiful region around the river Rhine in Germany …

But one thing is certain: You should never-ever underestimate the team of aprilkind! aprilkind is a name that you have definitely come across when you are a close observer of the German toy market.
You have never heard of the cute Sleepy Head soft toys? You are some toy expert! The creative duo and married couple behind the springlike name have been setting one amazing new trend after the other. But let’s start at the very beginning …

More than six years ago, Stephanie Gerharz launched a blog to provide her hobby, sewing, with additional room for development. She really loves to turn different fabrics and materials into cute little creatures and monsters. Plain soft toys or bags that follow basic sewing patterns are just not enough to inspire her imagination. That’s why she started to establish her own samples and made them available in her blog. True to the motto “Happy by Sewing” she has been stirring others’ passion and holding workshops to accompany her popular sewing patterns. Steffi is positive that sewing is the perfect hobby for everyone. She illustrates her easy-to-understand sewing designs with photographs and makes them available for everyone as magazines. Her husband encourages each of her ideas, shares her passion and offers substantial support. When the second anniversary of their hugely popular Monstazzz drew near, they both agreed to create something special.

This is how the Monstazzz-Moodie-Patterns came to life. With a quick twist, the hilarious creatures change their mood and readily adjust to your current disposition. In combination with a raffle, the idea caused quite a stir among her following.

Steffi and Michael wished to spread their own ideas across more and more child room throughout Germany. So they spontaneously sent their Twonster designs to Schmidt Spiele. The persons in charge were immediately thrilled and asked for a prototype. Less than a week later, they met the Gerharz family in person. After this first step Steffi and Michael had to show patience until the finished product was officially launched unto the German market. Plenty time for aprilkind: time to develop new ideas, to eliminate problems, and to find out, want they really want. They soon knew that they wanted to focus on those things they are good at and those things they love to do. After learning the hard way and facing unexpected setbacks Steffi and Michael realized, that they did not need to do everything themselves. They entrusted the experienced staff of Schmidt Spiele with things like logistics, marketing, and distribution.
Further projects like Sleepy Heads and Furlock in cooperation with Nici and Simba followed. And aprilkind still bubble over with imagination.

Together with their three children they seek for inspiration and develop new ideas. They successfully share their enthusiasm and sweep away young and old. “We are a creative family, everyone takes part!” Thanks to their children and friends all new ideas immediately undergo demanding field tests: How to (pre)school children react to the new products? How do they handle them and what do they do? As aprilkind is just two people, they are able to avoid formal bureaucratic procedures; new inspirations are immediately carried out and tested. And that works great. Stephanie and Michael form a perfect team; everyone gets involved and their system plays to their individual strengths.

“I am a typical female, wild and creative! If I come across a new idea, it normally ends in chaos! I am immediately all for it and want everything here, now and at once. Michael is more logical, down-to-earth and helps me to get to the point. Thus a crazy flash of inspiration develops into a tangible result.”

Holding a doctorate in computer sciences and working as a freelance presentation coach for companies Michael always seeks to convey a clear message that appeals to customers. That’s what he also does for aprilkind. At their beginning, the Sleepy Heads came with all kinds of skills and features, but in the end, it is their clear message that makes them stand out on the shelves of toy stores in Germany.

“You do not have to find something nobody has found before. Each new idea is a combination of existing inspirations. The Sleepy Heads work despite technologisation and digitalisation. They appeal to all age-groups and are authentic ambassadors for sound sleep,” said Michael.

Together with g.l.a.m. they now devise a marketing strategy that tells the story behind Sleepy Heads. Pyjamas, bed linen, and small cutting boards – the little dreamy companions have enormous potential for a dedicated product range.

aprilkind have taken the German toy market by storm and that’s far more than they have ever dared to dream of. If you meet them personally you will soon discover: They never strive for international success, they always focus on the fun their work holds for them. Both have resigned from their regular jobs to dedicate their time and strength to things they love to do – and they never lose sight of their objective. They want to continue just like they started: One thing leads to another; and who knows where the journey is headed.

We at BRANDORA simply love aprilkind. Stephanie and Michael are just two people, not a large team, not a major company. Just two creative, crazy-happy people, who generate ideas in their little workshop that wow large crowds of people. They are inspired by life itself and provide ample room for vivid imagination. That’s a tale that generates enthusiasm and leaves us eagerly waiting for all future aprilkind developments.