Fisher-Price Toys

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FISHER-PRICE Design simplifies the little things in life. Parents are busy. They’re exhausted. It should be enjoyable and easy to decide which toys add value to their child’s social, physical, and cognitive development—and it’s critical to do so. Who can be trusted to help? Fisher-Price was no stranger to playtime and its impact on learning. Having built toys since 1930, they had the expertise, but were being perceived as old-fashioned. The Joy of Learning is a fresh approach to sharing the information today’s parents are looking for. As the centerpiece of a new global packaging system, it connects the dots between age groups and across 1000s of products, showcasing the smarts of the toys and making the shopping process a little simpler and a lot more fun.


Joy of Learning Logo Sub-Brand Identity



Graphic Elements Brand Language


Joy of Learning Play time Guide Iconography


Brand Book Marketing Communications



Brand A rchitecture Packaging System


Package Graphics Packaging System


Package Graphics Packaging System


Package Family Packaging System


Website Digital Media


Miniature Catalogs Marketing Communications


R E S U LT S Revitalized packaging for over 3,000 toys, for 145 countries, in 37 languages. “Duffy didn’t just leave us with a design solution. They left us with a passion for the design.” Harry Mayers Fisher-Price Vice President of Marketing & Communications



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