THESE KIDS ARE TOP RATED!

Kindi Kids are already high on this season’s Most Wanted Toys lists. (Walmart Top Rated by Kids, Amazon’s Top 100 Toys of 2019, Toy Insider’s Hot 20, Argos Top Toys of 2019, TTPM). Despite being a new brand, the Kindi’s are slated to dominate the toy aisles this Christmas. Anticipation is high!

Following the phenomenal success of Shopkins, Aussie-based Moose Toys invited McHale Design to help brand their new preschool line. The Kindi Kids are adorable bobblehead dolls living in a rainbow-saturated world. They help ease a child’s transition from toddler life into the kindergarten experience.

With this in mind, we created a sweet, playful logo along with the pastel color palette and kawaii-inspired soft brand iconography. Next, we gave package structure concepts the blue sky treatment to go beyond “real world” possibilities. Our imaginations ran wild. When developing a brand for initial introduction to market, it’s a good idea to think big and loose to allow for unexpected inspiration. Known for innovation in packaging, Moose Toys gave us the green light.

GETTING THE KINDI KOLORS RIGHT

The Kindi Kids live in a world called Rainbow Kindi where the color palette is vital to the brand. Hair, clothing and accessories are all defining brand features and necessary color components. With the intent to disrupt the preschool aisle, Moose Toys veered toward the unexpected aqua as a base brand color.

 

SOMETIMES IT GETS A BIT SKETCHY

The McHale Design team explored a wide range of package structure concepts and proudly presented our sketches. After several rounds of collaboration with the Moose team, we came to a consensus and applied the brand design across the entire line.

Determined to create another success, Moose Toys supports their new brand with maximum effort. A youtube animated series, TV advertising and a hefty licensing program are just the beginning. Heading into the holiday season, initial response from retailers and kids looks incredibly promising!