Play with Purpose: Case Studies

Product Sponsorship & Co-Branded Experiences by The Nurts

Building meaningful play, learning, and conversations — together with brands who care.

Wonders of the Wild x Sunway Theme Park

Objective: 

To enrich family experiences at Sunway Lagoon’s Wildlife Park through play-based learning

What We Did:

  • Co-created bilingual educational card game with Sunway zoologist
  • Launch event + private guided animal tour + parent–child play zone
  • Retail placement in theme park gift shops
  • Integrated into park family programs

Explore Wonders of the Wild

Tsutaya Bookstore Bukit Jalil x The Nurts

What We Did

  • Brought The Nurts community into Tsutaya Bookstore
  • Hosted storytelling sessions and kids craft activities
  • Created a warm, engaging environment for families to spend time in-store

Why It Worked

  • Drove qualified family footfall to a new retail partner
  • Increased dwell time through meaningful, non-sales-led activities
    Aligned naturally with Tsutaya’s positioning around books, culture, and learning

Impact

  • Positioned Tsutaya as a family-friendly community space
  • Built early awareness and emotional affinity with The Nurts audience
  • Set the foundation for future activations and repeat visits

Heart-to-Heart Malaysian Edition x Bila Bila Mart

Objective: 

To drive in-store engagement and sales by introducing a meaningful, locally inspired product that encourages connection and conversation.

What We Did:

  • Co-created Heart-to-Heart: Malaysian Edition, a Malaysia-themed conversation card game
  • Curated for BilaBila Mart’s community-focused, local brand assortment
  • Strategic in-store placement as a giftable, high-intent lifestyle item

Impact:

  • Positioned the card game as a giftable, values-led lifestyle product
  • Extended the collaboration through co-created social content to amplify reach and storytelling
Explore Heart-To-Heart: Malaysian Edition

Search Party! x Petrosains

The Brief

Petrosains partnered with The Nurts to create a screen-free, play-based learning experience that encourages curiosity, active exploration, and STEM thinking among families and school groups within the science centre.

The outcome was Search Party!, a scavenger hunt card game designed to turn Petrosains exhibits and spaces into an interactive learning adventure.

Results (Pre-Launch)

  • Developed a Petrosains-ready card game adaptable for events, exhibits, and group programmes
  • Aligned with Petrosains’ mission to promote curiosity, observation, and discovery through play
  • Validated as a scalable, repeatable format for future educational activations

 The Nurts Tales: Growing Strong, Inside and Out Storybook x SJMC

The Brief

SJMC partnered with The Nurts to create The Nurts Tales: Growing Strong, Inside and Out Book, anchoring around the theme of healthy habits, this co-branded book aims to instill lifelong values of self-care, emotional wellbeing, and preventive health from a young age. Through engaging storytelling and lovable IP characters, it empowers children to make mindful healthy habit decisions, transforming fear into curiosity and hospital visits into positive, educational experiences.

The final result was launching.

Results (Pre-Launch)

  • Positioning SJMC as a place of care, comfort, and hope where children see healthcare professionals as friendly allies on their journey to wellness.
  • Bringing real health habit scenarios into fun storytelling where parent and child learn together.