littleBits

littleBits turned to Coyne to generate buzz and officially launch its Star Wars Droid Inventor Kit on Force Friday and make it the hottest toy of the year, while also helping prime the company for sale. The team executed aggressive nationwide outreach to generate widespread awareness, which helped the littleBits Star Wars Droid Inventor Kit win a coveted Toy of the Year (TOTY) Award from The Toy Association, deeming it one of the hottest toys of the year. The business coverage also helped littleBits fulfill its goal of being acquired.