moving brands

Surfing on dreams.

The Joy Toy AG is a privately held company that specializes in the sales of licensed merchandise. Main partners are Disney, Universal, etc. A unique corporate design accompanied by a positioning slogan that triggers associations with product benefit has a distinctive effect on the brand.

The task


We need the basis for an independent corporate image: based on the existing logo and added with an identifiable positioning. Thus the presence at the USP should become stronger and expand.

The solution


The performance of the respective private brands is usually heavily regulated, which leaves little room for a private Joy-Toy-corporate. Thus it was important in the communication to bring licensors and licensees together whilst keeping the respective identity. This applies to multiple displays as well as in secondary offerings and product catalogs.