Fisher Price rolls out new branding

Toy company Fisher Price is rolling out new global branding, developed by US consultancy Duffy & Partners.

New Fisher Price packaging
New Fisher Price packaging

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.

The new Joy of Learning mark
The new Joy of Learning mark

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.’

Joy of Learning branding on website
Joy of Learning branding on website

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.

New stack roll cups packaging
New stack & roll cups packaging

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