TOMY asked us to carry out a full reposition and rebrand across their 40+ SKU infant & toddler toy range, including bath and everyday play. The brief was to encourage reappraisal from modern parents (and their little ones) and get to the heart of what makes TOMY, TOMY.
Working closely with the global TOMY team we developed a new strategy and positioning for the range founded on the strapline ‘Hands on Fun’, and established infant and toddler as a sub-brand in its own right by unifying the ranges under the name ‘Toomies’. With a new name came a new, more uniform pack structure, developed in collaboration with TOMY’s in-house packaging team. We chose to strip the design right back and establish a clear and ownable architecture that could be applied across the entire range and have universal appeal.