FCB Made Bandages for Kids That Heal Emotional Wounds, Not Physical Ones

So, in a clever bit of product development, FCB recently helped Hansaplast, the Beiersdorf adhesive-bandage brand, come up with bandages for those non-physical injuries that so torment kids in their younger years.

The product line is called Hearts. It includes five types of bandages for “the five primary heartaches that children ages 2-6 commonly experience,” according to FCB—little losses, growing up, small fights, small fears and mistakes.

A limited promotional giveaway in one of Belgium’s largest supermarkets was met with positive feedback from parents and children alike, the agency says.

FCB worked with a child psychologist to develop Hearts, which lends a certain professional cred to what parents already know—that kids love any kind of bandages, and these are surely charming and cute enough to redirect most children’s crying fits.