WFCA brands ‘friendly’ toy animals

A website, designed by the consultancy, launches today for the Save Our Friends conservation range.

Appointed to the project in January following a competitive pitch, WFCA was tasked with creating a multiplatform brand strategy with sub-brands for the soft toy range.

The toys have been split into Ocean Friends, Polar Friends, African Friends and Rainforest Friends, with packaging created from recycled materials which is said to ‘give a friendly and welcoming feel’.

The oversized toys, which include a turtle ‘about the size of a man’s chest’, according to new business director Keira Lloyd, can initially be bought through the e-commerce site but won’t hit shelves until later this summer.

Lloyd says that the brand, which aims to promote global conservation, ‘needed to be communicated in the same way across all platforms’.