When the Box Is a Shell


We’re probably more psyched for the release of the next Teenage Mutant Ninja Turtles movie next month than any adults should be… but we’ve got a good reason.

For the last 5 years, McHale Design has partnered with Playmates Toys to bring more and more TMNT toy packages to retail. That’s 5 years of designing fresh, on-trend packages while honoring the brand equity that the largest boy’s property in the world has earned, year after year.

So how do we do it? How do we give a group of 30+-year-old characters with a set brand design a modern feel that’s relevant and appealing to today’s kids? We’ve got more than a few tricks up our shells, err, sleeves, including the below:

  • Adjusting the color palettes for various lines with more primary versions of the brand colors for packages targeting younger kids and edgier, more modern colors for older kids
  • Creating modern design elements that complement the existing branding but provide an up-to-date feel
  • Playing with the structure of the package and integrating cool new ways to pack the product out
  • Utilizing custom printing techniques like foil and gloss to add some pizazz





Even best selling evergreen brands need to evolve in order to stay current. Booyakasha!