A Hong Kong toy manufacturer is to build itself as a brand with 95 packs designed by Essex consultancy Cartwright Design.
Tolo Toys already makes toys which are sold as own-brands by UK retail chains. But the new range will also be marketed under the Tolo Toys name.
The consultancy’s role includes both structural and graphic design, with the work being taken to final film in the UK before printing in China. The toys are destined for sale through independent retailers in the UK and elsewhere in Europe.
Cartwright Design managing director Chris Cartwright says the first phase of 38 packs is now complete. More than 50 packs are yet to be designed.
Cartwright says his design team, led by David Sharp, has opted for bright primary colours for maximum impact at the point- of-sale and open-front cartons allowing “touch and try” before purchase.