A Blossoming Private Label Brand

In 2012, Walmart approached us to rebrand their proprietary 18” doll line. Wanting an aspirational brand expandable to multiple segments, we developed MLA, from naming and style guide to package execution. After huge increases in sales and hundreds of SKUs later, the brand continues to grow as Walmarts premiere private label brand.


Sweetness on the Shelf

After comprehensive market and trend research, we filled a style guide with a carefully crafted logo and doodle-style graphics. Featuring contemporary hues and fluttering butterflies, we applied the new MLA identity across a whole aisle of dolls, accessories and playsets.


Growing the Presence Online

To support the brand refresh on multiple fronts, we extended brand consistency across desktop and mobile with an engaging, responsive website featuring a growing catalog of videos to satisfy the booming social media format.




Having partnered with Walmart in developing MLA from the ground level, we held a unique perspective and commitment to the brand. Sharing the brand story through carefully styled photography and video was the natural next step.



Go to Top