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Kids Club

Chapman's Kids Club: Gaming for Loyalty

Chapman’s Ice Cream is Canada’s largest independent ice cream manufacturer and has a loyal customer base nationwide.  The world of Chapmania is the second iteration of the popular Kidsclub.ca gamified loyalty website developed by Chapman's Ice Cream and Brushfire North.

The Ask


At the beginning of 2016 Chapman’s approached Brushfire North with a concept for a new kids line of ice cream featuring re-imagined Kids Club characters set in a medieval world called “Chapmania”. Chapmania was once a beautiful and safe place but the purple wizard transformed it all to a grey and sad world.  It’s the job of the Blue Knight and Pink Princess to restore fun and colour to the land of Chapmania.

Chapman’s wanted to take the wildly popular Kids Club site at www.kidsclub.ca and transform it into the world of Chapmania to compliment the new commercial spots and bolster awareness of the new Kids Ice Cream line which is now available nationwide.

The Approach

Brushfire North pitched a new version of Kids Club complete with three new HTML 5 based games, redesign of two existing games, new activities and a new responsive website to house it all.  As with the existing Kids Club site all games are built using modern web technologies including HTML 5 / CSS 3 and Canvas to ensure consumers can enjoy the website on mobile devices or computers without needing to download any plugins.


The new games include Pink Fairy Picture Puzzler, Unicone Ice Cream Maze, and Purple Wizard Word Search.  Each game presents its own unique challenge and allows the players to obtain points for playing which they can spend on real world items through the shopping section of the website.  The reskinned games include Solitaire and the Jigsaw puzzle – two popular games from the last version.

New activities include an integrated video player to allow users to see the new Chapmania cartoon segments and purchase clips before they are generally released to the public.

Users can now shop online for Chapman’s swag and purchase it directly from their store or play the games and activities to rack up points and redeem them for prizes.

The site is available for users in both English and French.

The Result

The site was launched May 30, 2016 just before the release of the Chapmania national commercial spots. The new responsive website is a treat to the eyes and a sure fire time waster. The site has been very well received and the loyal Kids Club fan base has been very happy with the new responsive look and endearing story line.

If you would like more information about web gaming or gamification systems please contact us at 416.583.2028 or by emailing info@brushfirenorth.com.