Kendama (けん玉 ?, also written as 剣玉 and 拳玉) is a traditional Japanese toy. The ken has three cups and a spike which fits into the hole in the ball. It became a popular toy trend for the youth community in Singapore around 2015 and I managed to ride on the wave.
What started as a DIY birthday gift for my brother, turned out to be a mini enterprise for me. I posted a photo of the handmade leather kendama holder and was approached by the CEO and Head of Marketing for Cereal Kendama, a leading local kendama supplier with close to 20K Instagram followers. We decided to collaborate and I began selling my kendama leather holders at 3 Hako outlets (Serangoon NEX, Tampines1 and Causeway Point) with Cereal Kendama as a complementary product to theirs. In less than half a year, I have sold over 200 kendama holders and counting. Below are some of the marketing colleterals I designed to promote the products.
First release under Cereal Kendama.
Ad to push out new batch of kendama holders after a spike in demand.
Kraft Kendama Series 2.0 released. With additional side strap and come in two colors.
Open for pre-orders to better anticipate demand and also to reach out to another untapped target audience due to geographical locations of Hako outlets.
SG50 celebratory post, featuring a teaser for Kraft Kendama Series 3.0.
Kraft Kendama Series 3.0, with full velcro straps and come in 4 different color combinations.
