When I joined Bluw as Head of Product Development, one of my responsibilities was to refresh the packaging of a number of their old best-sellers, to appeal to different markets and new customers. Arm Wrestlemania was a product that was developed in Partnership with PBFA (Peter Black Footwear and Accessories) for one of their main clients, Mark & Spencer. The product had been exclusive to the customer for the first year but had then been sold successfully worldwide.

The original packaging was simple, with a yellow checkerboard background, and branded with the "Jam Games" brand. To appeal to a younger market, and also compete in the toy market, we gave the packaging a more sensational feel.

I created the box die-cut and the internal structure to secure the product, and allow for "TRY ME" access to all the control buttons and the battery separator tab. The illustrations of the 2 characters were produced by Adam Kay, based on the product characters. The Artwork was laid out by the Bluw design team based on my art direction, and sent to the factory for printing.

The old Australian distributors for Bluw, called Gadget King, created this Youtube video of the product and packaging.