This Week in Canadian Marketing - August 15, 2025: Staples’ Rolling Classroom, Barbie Hits the Ice, and Kristen Bell Gets Real with Knix
Welcome back to our weekly look at what’s making waves in the world of Canadian marketing. This week, we’ve got a heartwarming back-to-school delivery, a slam-dunk collab between two global icons, and a hockey-inspired Barbie drop that’s as inspiring as it is collectible.
1. Staples EASY Bus Brings Back-to-School to SickKids
The SickKids School Program, run with the Toronto District School Board and the Toronto Catholic District School Board, makes sure young patients from Kindergarten to Grade 12 don’t miss a beat in their education while they’re undergoing treatment.
On Monday, August 18, the bright red Staples EASY Bus will pull up to SickKids Hospital loaded with school supplies, hands-on tech demos, curated learning tools, and expert tips to help kids feel ready for the year ahead. Patients, educators, and families will get the first peek inside this mobile classroom, one of Staples’ most heartfelt back-to-school traditions.
Why it matters: This isn’t just about handing out pencils and notebooks. It’s a perfect example of a brand blending purpose, experience, and generosity in a way that sticks with people long after the bus drives away.
2. Barbie, Tim Hortons & PWHL Drop Hockey-Inspired Dolls
She shoots, she scores… she inspires. Tim Hortons, the PWHL, and Barbie® are skating onto the scene with Barbie® Tim Hortons® PWHL™ Dolls modeled after hockey superstars Sarah Nurse and Marie-Philip Poulin.
Available from August 11 in Tims restaurants, online at TimShop.ca, and at PWHL shops, the $34.99 CAD dolls come fully kitted out with jerseys, sticks, helmets, and skates. For every doll sold at participating locations, $5 goes to the Grindstone Award Foundation with the PWHL matching online sales donations to help more girls get into hockey.
The launch comes with some extra fun:
A Barbie-pink and PWHL-purple makeover of a Toronto Tim Hortons (until Aug. 13)
The Barbie PWHL Donut and Barbie Pineapple Dragon Fruit Quenchers
A Tims Barbie Hoodie online
A Tims Rewards contest for a PWHL game day experience
Why it matters: This is brand collaboration at its best, mixing cultural icons, sports empowerment, and a real community give-back to inspire the next generation of players.
3. Knix X Kristen Bell: Break the Stigma Around Periods
In a piping-hot campaign reveal, Canadian intimates powerhouse Knix has teamed up with Emmy-nominated actor and vocal advocate Kristen Bell for their bold new leak-proof underwear launch: “You’re Good”. This unexpected pairing blends practicality with empowerment and Canada’s marketing world is talking.
Knix has long rewritten the rules in intimate apparel. From pioneering leak-proof underwear to unapologetic, body-positive campaigns, the brand has built its identity on authenticity and inclusivity. Adding Kristen Bell brings warmth and accessibility to that ethos. Known for her candid advocacy, Bell fits seamlessly with Knix’s brand DNA, authentic, unfiltered, and real. This collaboration is grounded in shared values, not just star power.
The “You’re Good” campaign invites wearers to feel secure, even in their most vulnerable moments. Bell’s openness adds emotional resonance, making the product feel not just functional, but deeply relatable.
Read our breakdown on how (and how not) to do Celebrity partnerships, celebrating the Knix X Kristen Bell campaign.
4. Tessa Ohlendorf to Lead Coegi’s North American Operations
Coegi, a digital media agency known for its tech-first approach and creative problem-solving, has appointed Tessa Ohlendorf as President, North America. Based in Toronto, Ohlendorf will oversee operations across the United States and Canada, driving growth, uniting teams, and pushing the boundaries of AI-powered advertising.
A veteran with more than 25 years in the Canadian media industry, Ohlendorf’s resume includes founding the AI consultancy Fabric Folk, launching and scaling Cadreon (now Kinesso) for IPG Mediabrands Canada, and serving as Managing Director at MightyHive (now Monks). She’s recognized for building high-performing, loyal teams, fostering long-term client relationships, and delivering measurable business results, earning multiple Top Women in Media & Ad Tech awards along the way.
Why it matters: Ohlendorf’s appointment comes at a pivotal moment for Coegi. The agency’s parent company, True Independent Holdings, recently joined the Meet The People group of agencies, expanding Coegi’s reach and resources while keeping its entrepreneurial spirit intact. With Sean Cotton, Coegi US’s former CEO, transitioning into a consulting role, Ohlendorf is poised to unify North American operations and lead the agency into its next chapter of growth.
5. APTN Seeks Visionary Leaders for Board of Directors
Are you an experienced professional with a passion for Indigenous storytelling and community empowerment? APTN is inviting applications for its volunteer Board of Directors, offering a chance to help shape the future of Indigenous media in Canada.
The network is looking for candidates with diverse expertise from finance, governance, and law to broadcast, journalism, traditional knowledge, and Indigenous languages. Five positions are open across Canada, with a focus on cultural and regional representation.
Why it matters: This is more than a governance role, it’s an opportunity to ensure Indigenous voices and stories continue to thrive on a national and global stage. The deadline to apply is October 17, 2025. APTN Board of Directors Application Form
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