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Playing seriously

Six moves to read the present, explore possible futures and build transformations that last.
Why we're not a traditional consultancy
Traditional consultancies arrive with answers. We arrive with questions.
We don't sell packages, don't apply off-the-shelf frameworks, don't promise results disconnected from people and contexts. We work on real change — cultural, strategic, organizational — and we always start from meaning: why you exist, what makes you unique, where you want to go.

Our method is born from the intersection of strategic design, systems thinking and facilitation. Three disciplines that, combined, allow us to face complexity without oversimplifying it, to involve people without getting lost, to design strategies that don't stay in drawers but come alive in organizations.

And then there's play. Not as a metaphor, but as a practice. Play opens spaces that linear thinking can't reach. It creates conditions to look at things from new angles, to surface what's implicit, to make better decisions together. It's not lightness for its own sake — it's a rigorous method, tested over years of work with organizations facing real challenges.
Our guiding principles
  • People first, then purpose, then solutions.
    Every transformation is about people before processes. If people aren't involved, aligned and heard, no strategy holds.
  • Meaning before action.
    We never start with "what to do" but with "why do it." Every choice — commercial, creative, organizational — flows from meaning, through direction, into action.
  • Sustainability is not an add-on.
    It's not a chapter at the end of the report. It's a design constraint that cuts across every decision — business, communication, relationships.
  • Change needs rhythm, not speed.
    We don't accelerate. We give rhythm to change. Because transformations that last require time, attention and accompaniment.
The six moves
Every intervention follows a natural rhythm — six moves that interweave and adapt to the context, the moment, the people. Not a rigid sequence, but a score: different every time, coherent every time.
Listen
We enter your world to understand what's really going on. We map what's visible and what's not — tensions, potential, hidden connections. Because the best answers only come from questions asked with care.
Imagine
We explore possible scenarios beyond the horizon of the present. We don't follow trends: we build visions with solid roots and branches reaching toward the future. For us, imagination is the first step toward transforming reality.
Prepare
We translate visions into concrete strategies and actionable roadmaps. We build frameworks, tools and plans that give structure to change without caging it. Every element is calibrated to be coherent and sustainable over time.
Collaborate
We facilitate spaces where the right people think together in the right way. We believe in the power of difference: true innovation is born when diverse perspectives meet and generate solutions no one would have imagined alone.
Play
We test, prototype and bring ideas into the real world before they're perfect. We bring strategies to life with care and flexibility, accompanying every phase with precision and playfulness. It's in the doing that we truly learn.
Measure
We turn data and feedback into continuous learning. We measure to evolve, not to justify ourselves. Measurement is part of the creative process, guiding every step toward deeper impact.
The six moves in action: the BotWorks case
BotWorks Automation is a company that was born with us. There was no brand to reposition, no communication to fix — just an empty space full of possibilities. Marketing Toys entered before the company existed, designing the entire system: business model, identity, digital strategy, marketing.
  • Listen
    We mapped the industrial automation sector and listened to the market. A silent tension emerged that no one was addressing: companies needed partners who could hold together performance and environmental responsibility — not just technology suppliers.
    1
  • Imagine
    We asked ourselves: what does a technical brand look like that isn't cold? How do you integrate sustainability without turning it into a slogan? BotWorks was born — automation meets workshop, technology meets well-designed work.
    2
  • Prepare
    We designed the business model with sustainability as a structural constraint, not a declared value. Then the brand identity, the digital ecosystem, the architecture of a B2B e-commerce with over 500,000 synchronized products.
    3
  • Collaborate
    The brand was built through continuous co-creation with the technical team, sustainability experts, clients and prospects, developers and international partners. A more aligned organization because it was born together.
    4
  • Play
    Site launch, B2B e-commerce activation, international advertising campaigns on Google Ads, LinkedIn and industry networks, SEO content, trade fair presence. The system was put to the test of the real world.
    5
  • Measure
    Advanced analytics, continuous campaign monitoring, acquisition cost optimization, qualitative feedback. Not a final measurement, but a constant learning cycle.
    6
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Result: a company designed to grow coherently, with above-average e-commerce conversions and a clear positioning in sustainable automation. Marketing Toys still works alongside BotWorks as an operational partner today.
Marketing Toys Srl Società Benefit
c/o Marchisoro HUB, Strada per Coldaia 11
50038 Scarperia e San Piero (Firenze)
P. IVA 07310880484 - SDI M5UXCR1


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