It’s not a plaything. It’s an eyesight thing.

When we met them, this company was called MFS Eyewear. When they asked us to create their new website, we worked to understand their audience and what message would resonate. And we learned some interesting things.

Kids’ sunglasses were mostly marketed as toys. And while 82% of parents in the U.S. put sunscreen on their kids, fewer than a third had children’s sunglasses. It was time to take kids’ eye protection as seriously as sunscreen or bike helmets. It was time for Real Kids Shades.


Changing the company name from MFS Eyewear to Real Kids Shades clarified what this brand was about, and put the focus on parents’ concerns for their children’s health. The core value of the brand was front and center in the new name.

Website headers called attention to kids’ eyesight as an issue worthy of serious attention.

We created a new Ecommerce website for the renamed Real Kids Shades, offering a line of high-quality, 100% UV eye protection in a mix of styles and colors for kids from newborn to age 12.

The refreshed and renamed brand was launched to consumers with new advertising, in-store displays, social media and PR campaigns.

Bringing the new branding into packaging was the clear next step. We created re-usable pouches that parents love.

Marketing to the trade included brochures, one-pagers, and a new tradeshow display.

RKS has become the dominant children’s sunglasses brand over the past six years, with distribution across the U.S., throughout Europe, and into Asia. A long way from the days of MFS Eyewear.

Next up: Tivoli Audio