Brand Extension
DALICE TRAVILLION | 3D PACKAGING
Ty Inc. BRAND SYNOPSIS Ty Inc. is an American multinational corporation headquartered in Oak Brook IL, a suburb of Chicago USA. Founded by Ty Warner in 1986, Ty is now the largest manufacturer of plush in the world. It designs, develops and sells products exclusively to specialty markets worldwide. Ty began by producing stuffed toy cats, and has produced many stuffed animals since. The company's logo is a red heart with the lower-case letters "ty." A tag in this shape is found affixed to all Ty stuffed toys, and inside each tag is the name of the toy and a short poem. Ty, Inc. has been involved in a large amount of fundraising. Some has been through the sale of certain Beanie Babies, with the proceeds have been donated to various causes. It has also been through other means, such as voting for a fee.
Focus When most think of the Ty brand, thoughts of small plush animals come to mind along with the collector’s craze of the 1990s. Most don’t realize that they are not just a toy company, and help to support organizations and causes; giving back to the community and raising awareness.
• SOLUTIONS: A special edition Beanie baby that gathers awareness about conservation and animal welfare. It will include special packaging and a collector’s insignia. 95% of proceeds will be split between the Nature Conservancy and World Wildlife Fund. This will open both young children and adults to these issues and see their purchase as more than just a stuffed animal.
Sketches 1
Sketches 2
BOX LAYOUT
Final Box Design