SSA Group, a best-in-class provider of integrated guest services, partnered with Cincinnati Zoo to develop a custom-designed pin trading programme, the first of its kind for any US zoo, as the attraction celebrates its 150th anniversary.
The zoo wanted to mark the milestone with an initiative that would create lasting memories, spark conversation, and connect guests and employees in a hands-on way. The result is a pin collection with more than 30 unique designs that blend animal education, historical storytelling, and fun.
“Pin trading has been on our minds for years,” says Amy LaBarbara, the Zoo’s marketing manager and the original force behind the programme. “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.”
Creating memories
The first pin collection features commemorative and playful designs, each telling a story. Highlights include a pin showcasing the oldest functioning zoo building in the country and another commemorating the day in 1875 when an alligator escaped into Swan Lake. Each pin comes with a backstory printed on its card.
“The Swan Lake alligator pin is my favorite,” says LaBarbara. “It’s just such a bizarre, true moment in our history—and people are loving it.”
Specific pins can only be obtained by trading with Zoo staff or volunteers, creating an element of excitement and spontaneity. Guests have to interact, ask questions, and rely on a bit of luck.
“One older gentleman literally stopped me while I was pushing a cart and asked to trade for my sloth pin,” adds 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.”
The programme was carried out in partnership with SSA Group, the Zoo’s long-standing collaborator in guest experience and retail innovation.
SSA’s Brianne Shircliff, who managed sourcing and production, says 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 capitalised on their close working relationship, iterating quickly and pulling off a five-month timeline for the spring launch.
The starter packs—four pins per set—were an immediate hit. Nearly 400 sets sold during the first week, and that momentum continues.
See also: 150 years of wildlife and wonder at Cincinnati Zoo
Connecting with staff
In addition to guest enthusiasm, one of the most surprising outcomes has been the increased staff engagement. Employees from various zoo departments are now integral to the trading culture.
“People come into my office just to say they made their first trade,” says 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.”
Currently, only retail staff on the SSA side have pins for trading, yet their impact is considerable.
“It’s created new opportunities for conversation and engagement between staff and guests,” says Shircliff. “It’s not just, ‘Where’s the bathroom?’—people are asking about sloths, buildings, history. It’s a richer interaction.”
Although this is a pilot at the Cincinnati Zoo, both teams recognise expansion opportunities.
“It would be amazing to see this roll out at other cultural attractions,” says 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.”
To maintain excitement, new pins are introduced monthly, including one showcasing zoo director Thane Maynard with a baby alligator. Staff encourage visitors to “trade Thane for Thane,” which has become a social media moment.
For Easter, several special pins will be concealed in plastic eggs around the Zoo for a classic treasure hunt.
The Cincinnati Zoo’s pin trading programme highlights the importance of small, meaningful interactions in a digital world. It embodies retail infused with emotion, creating nostalgic connections for all ages.
SSA’s Cinchio Solutions also recently partnered with Apex Order Pickup Solutions to introduce smart food lockers at the Pittsburgh Zoo & Aquarium.
