Challenge
The Shakespeare Company has been an iconic manufacturer of fishing reels and rods since 1897. If you are an angler, there is a good chance you learned to fish using a Shakespeare rod or reel.

In today’s youth fishing segment, the brand faces fierce competition from low-cost, private label products as well as emerging, innovative brands. Most of the fishing equipment marketed to this age group is inexpensive and semi-disposable, leading to breakdowns and frustration. Existing products in the market had bulky handles that were awkward and uncomfortable for young kids to use. The slippery grips made them easy to lose, and the bland designs inspire little confidence or imagination.

Meanwhile, with the COVID-19 pandemic driving more families to seek safe outdoor recreational activities, the recreational fishing industry was experiencing a 30% surge in participation. Retailers, recognizing the trend, were eager to enhance their assortment with products designed for the whole family.

In order to compete and take back market share, Shakespeare challenged BOLTGROUP to redesign their children’s rod & reel combo product line from the ground up, with designs that cater to the unique imaginations (and motor skills) of young children learning to fish.

Solution
Our designers observed young families fishing and how kids interact with their equipment and identified several opportunities to improve the fishing rod & reel experience for kids aged 4–8, including better fit and ergonomics for their small hands and developing motor skills. The design team produced a wide range of study models and prototypes to test with young aspiring anglers, working iteratively to find the right balance of size, shape, texture, and ease of use.

To make the rod easy for small children to grab and hold securely, the design includes a soft molded Gel-Tech comfort grip, enclosed finger loop, and chunky, dimpled knob design. The trigger button is located closer to the grip, with a dished, fish-scale texture, to improve grip and leverage. The dimpled knob design is slightly oversized and easy to manipulate and grab. The grippy handle includes an enclosed finger loop, which helps keep the rod in the child’s hand while learning to cast.

Kids have the most fun when they are learning and building new skills. This combo is designed to help young beginner anglers build their skills and stay safe through each stage of the journey. For first timers, the combo includes a fun fish-shaped, soft molded casting aid so kids can play games and practice their casting at home. When they are ready to graduate to live fishing, the rod includes a thoughtfully designed hook keeper feature to keep the hook safe.

The Shakespeare Kids’ Rod & Reel Combo is more than a single rod & reel design, it’s a modular platform that enables Shakespeare to offer a comprehensive matrix of solutions for their various retail partners. By swapping physical components, CMF (color / material / finish), and graphic applications, they can provide their customers with a bespoke assortment to address various ages, genders, price points, and preferences.

To capture the imagination of young anglers, the products are enhanced with beloved Disney and Mattel toys and animated characters like Hot Wheels, Spiderman, and Elsa. The fun colors and recognizable characters inspire more kids to explore fishing. The assortment includes a strategic range of art styles and CMF combinations to appeal to the wide range of children’s tastes, favorite colors, and characters.

Result
The result of this collaboration is the Shakespeare Disney Children’s Reel and Fishing Rod Combo: a line of kids’ fishing rods that successfully maintains Shakespeare’s reputation for quality and affordability while introducing a fresh, playful design and updated branding. The improved ergonomic features, including the Gel-Tech comfort grip, have set the Shakespeare Disney Children’s Reel and Fishing Rod Combo apart in the market.

With the COVID-19 pandemic driving families outdoors, fueling rapid growth in the fishing market, retailers were hungry for innovative and family friendly products. The Shakespeare Kids Rod & Reel Combos, with their kid-friendly designs, diverse assortment, and top-tier licensed characters proved to be just the ticket, leading to robust sales for Shakespeare and retailers.

Getting outside and learning to fish has many benefits for the developing minds and bodies of young children. Waiting for a fish to bite teaches patience, mindfulness, perseverance, and problem-solving. Learning the mechanics of casting, reeling, and releasing fish helps children develop their coordination and motor skills. When children learn to fish with parents and grandparents, they build and strengthen family bonds. As they learn about and spend time outdoors, they develop an appreciation for nature. Best of all, fishing can be enjoyed for a lifetime, from childhood to old age.

The Shakespeare Disney Children’s Reel and Fishing Rod Combo not only meets the functional needs of young anglers but also captures their imagination and provides an entry point into a lifelong hobby and core memory building activity with family. As kids embark on their fishing adventures with the Shakespeare Disney Children’s Reel and Fishing Rod Combo, the Shakespeare brand continues its legacy, introducing new generations to the joy of fishing.