When the staff behind the Cincinnati Zoo set out to celebrate its 150th anniversary, they didn’t just want decorations, cake and banners—they wanted something that would create lasting memories, spark conversation, and connect guests and employees in a hands-on way.

The result? A custom-designed pin trading program, the first of its kind for any U.S. zoo, was developed in partnership with SSA Group and launched with over 30 unique designs that blend animal education, historical storytelling, and pure fun.

“Pin trading has been on our minds for years,” said Amy LaBarbara, the Zoo’s marketing manager and the original force behind the program. “We’d always talk about it, especially during Olympic years when pin culture really surges. But the 150th felt like the right moment to go all-in. And if it flopped? We figured we could just blame it on the anniversary,” she laughed.

Spoiler alert: it didn’t flop. ;)

History, humor, and a few hidden gems

The inaugural pin collection includes both commemorative and whimsical designs—each with its own story. From a pin featuring the oldest functioning zoo building in the country to one memorializing the day in 1875 when an alligator escaped into Swan Lake (yes, that actually happened), each pin comes with a backstory printed on its card.

“The Swan Lake alligator pin is my favorite,” said LaBarbara. “It’s just such a bizarre, true moment in our history—and people are loving it.”

Some pins are only available by trading with Zoo staff or volunteers, which adds a layer of excitement and spontaneity. Guests have to interact, ask questions, and get a little lucky.

“One older gentleman literally stopped me while I was pushing a cart and asked to trade for my sloth pin,” said LaBarbara. “He’d been at the Zoo for hours and hadn’t seen anyone else with that pin. That kind of moment—that’s the magic.”

A collaborative launch

The program was executed in collaboration with SSA Group, the Zoo’s longtime partner in guest experience and retail innovation. According to SSA’s Brianne Shircliff, who managed sourcing and production, the concept was always clear: “Amy had the vision, and I just helped navigate the logistics—factories, design changes, the chaos of Chinese New Year. There were stressful moments, but we made it.”

SSA and the Zoo’s creative team leaned into their close working relationship, iterating quickly and pulling off a five-month timeline to hit the spring launch.

The starter packs—four pins per set—were a hit out of the gate. Nearly 400 sets were sold in the first week, and that momentum hasn’t slowed.

Unexpected conversations, meaningful growth

Beyond guest enthusiasm, one of the most surprising outcomes has been the staff engagement. Employees across zoo departments are now part of the trading culture. “People come into my office just to say they made their first trade,” said LaBarbara. “They’re taking photos, talking about the designs—it’s become a part of our workplace culture in a way we didn’t expect.”

On the SSA side, only retail staff are currently equipped with pins to trade, but the impact is still significant. “It’s created new opportunities for conversation and engagement between staff and guests,” said Shircliff. “It’s not just, ‘Where’s the bathroom?’—people are asking about sloths, buildings, history. It’s a richer interaction.”

While this is a pilot at Cincinnati Zoo, both teams see potential for expansion.

“It would be amazing to see this roll out at other cultural attractions,” said Shircliff. “But it’s not just plug-and-play. You need real buy-in from marketing, leadership, and staff to make it come alive the way it has here.”

LaBarbara agrees. “The pins can’t just be merchandise—they need to mean something. Our guests aren’t just buying a thing; they’re buying into a story, a memory.”

What’s next: Trading Thane and Easter egg surprises

To keep things fresh, new pins are being released monthly—including one featuring the Zoo’s Director, Thane Maynard, holding a baby alligator. Staff challenge guests to “trade Thane for Thane,” which has become a social media moment in itself.

And for Easter? A few exclusive pins will be hidden in plastic eggs throughout the Zoo—no trade required. Just a good old-fashioned treasure hunt.

Building culture, one trade at a time

The success of the Cincinnati Zoo pin trading program isn’t just a way to commemorate their 150th anniversary—it’s a reminder that small, physical interactions can still matter deeply in a digital world. It’s retail with a heartbeat. Memory-making in enamel—a nostalgic connection that both young and old can experience.

And it’s only just getting started.