My Life As
A Blossoming Private Label Brand

Since 2012, mega retailer Walmart has trusted brand strategy experts McHale Design to design and execute branding for their proprietary, private-label, 18” doll line. Many years, multiple seasons, and hundreds of packages later, McHale is still Walmart’s My Life As brand solution.

Sweetness on the Shelf

Expressing the aspirations and dreams of the pre-tween generation with contemporary hues and wandering butterflies, McHale developed the My Life As Style Guide which was the basis for rejuvenating a whole aisle of MLA dolls, accessories and playsets.

Website and Video
A Blooming Presence Online

Walmart knew they would have to support their brand refresh on multiple fronts, so McHale took up the task to develop and extend brand consistency across desktop and mobile with a deep, engaging website, including a growing series of short videos to take advantage of the booming social video format.