Identity and packaging system created for a well-known maker of children's toys and games. Elements included a logo, visual language and packaging concepts.

Playskool is a venerable brand with an 80+ year history of pioneering learning through play. But in recent years their performance around the world was mixed, with the US market suffering. Both the company and its consumers found the brand inconsistent across product lines and regions. More importantly, there was little differentiation between Playskool and its primary competitor, Fisher-Price. They needed a change.

Selbert Perkins Design and Fitch worked together on the project. Selbert Perkins handled competitive and market research, brand strategy, visual identity, packaging and standardized content. Fitch handled product design. As part of the Selbert Perkins team, I focused on logo development, visual identity and packaging.

We presented three overarching concepts — "the friendly world of Playskool" presented to invite discovery, "the surprising world of Playskool" presented from a child’s point of view, and "the exaggerated world of Playskool" presented in a pretend environment.

Playskool selected the "friendly" and “surprising” concepts for focus group testing globally. Feedback was very positive, and they ultimately selected "surprising" as the final concept. Unfortunately, the company chose not to implement the program for financial reasons.

Work performed for
Selbert Perkins Design