Since 2011, McHale Design has been producing packaging for the Teenage Mutant Ninja Turtles, one of the hottest toy properties of all time. Modernizing the TMNT look while maintaining the brand’s equity, we also helped evolve multiple sub-brands including the Mutation, Dimension X and Micro Mutant lines. Edgy structures, including one with a dynamic in-package try-me kept the level of innovation high, while custom illustrations elevated the action and fun.
The challenge here was to communicate the large-scale fun found in the wide range of detailed mini playsets and mini figures. Carefully placed callouts and strategic packout were key to keeping the thumbnail-sized figures from getting lost and to feature the various action functions of the playsets.
A magnifying glass graphic and sewer-inspired grunge texture was integrated across line to create the sub-brand for the Micro Mutants segment.
When Nickelodeon and Playmates Toys wanted to make a big impression at Comic-Con with an exclusive limited-edition release, we went no-holds barred, showcasing a slew of special production tricks including holofoil and spot varnish printing.