Minneapolis-based Duffy has created a new strapline, brand language, packaging designs and point-of-sale materials for the Mattel-owned brand, which will be rolled out worldwide, including in the UK.
The Fisher Price logo remains the same – Duffy says it saw ‘no need’ to update the mark – but new branding, based around a ‘Joy of Learning’ strapline, is being introduced.
A new Joy of Learning logo is used on packaging, website and other touchpoints, alongside a new graphic language.
Duffy says the Joy of Learning branding ‘sets the brand apart and conveys the developmental benefits of play.’
New packaging uses a photographic approach, while Duffy has also introduced new sub-brand architecture.
The new designs are rolling out across 30 countries worldwide, and are being translated into 10 languages.