‘Hands on Fun’ with TOMY Toomies

With over 90 years experience and a reputation for quality, it’s fair to say that TOMY is one of the world’s most favourite toy brands. But a review of their infant and toddler ranges flagged an opportunity to stand out more on shelves and communicate the fun and joy of TOMY Toys to a new audience of millennial parents.

TOMY came to us with a brief; to encourage reappraisal and cement the brand in the hearts and minds of modern parents and their tots. Our solution was to get to the heart of what makes TOMY, TOMY and implement a full reposition and rebrand across 40+ SKU’s of infant and toddler toys.

We hosted a brand workshop, inviting TOMY’s global team to come in and talk toys. The session uncovered that while most competitors were leaning towards digital, many new parents (the majority being millennial) still held value in analogue toys. For those looking to instil traditional values in a new generation, TOMY’s timeless, genderless, well-crafted toys had a clear point of difference.

We defined a new strategy and positioning based on the strapline ‘Hands on Fun’, and established infant and toddler as a sub-brand in its own right by unifying the ranges under the name ‘Toomies’. With a new name came a new, more uniform pack structure, which we developed in collaboration with TOMY’s in-house packaging team. Then, stripping design right back, we established a clear and ownable pack hierarchy to be applied across the entire range and have universal appeal.

Continuing with this less-is-more approach, we focused on simplifying and amplifying TOMY’s on-pack messaging. A stroll down the toy aisle found shelves packed with cluttered design, filled with claims and call-outs. For us, it was about creating a moment of calm for busy parents, choosing to hero the product as the main point of focus together with one primary product USP, shown consistently in the top-left corner. On-pack product descriptors were paired back too, opting for a simple and child-friendly tone of voice that speaks from a ‘first-toy’ perspective.

Characterisation of the product was important and so illustration was key to the final design. Each toy’s character has been illustrated in house by the team and brought to life against backdrops of spikey green grass and flowing waves, introduced to make the range easier to navigate; clearly showing ‘those’ who were bath and ‘those’ who weren’t.

TOMY Toomies are available to purchase online and in toy shops globally now.