FURBY REBRAND
THE CHALLENGE
Furby was returning after a period away from the market. The challenge was to modernize the brand while preserving the nostalgia and emotional recognition of the original. Historically, Furby was an extremely popular toy. However, with this new relaunch, I set the mission for the relaunch to build out Furby to not just be a singular toy anymore…but to become a full, lifestyle brand.
MY ROLE
Lead Brand Designer / Art Direction
THE SCOPE
Brand identity
Logo
Typography
Color system
Illustration
Photography direction
Packaging
Retail
E-commerce
Digital
Social
Experiential & Events
Marketing Campaigns
Licensed Consumer Products
THE RESULT:
– AWARD WINNING BRANDING – My team took home the 2024 WiT award for Branding Excellence. Creating a zoomed in approach, to the packaging art, made for a striking impact on-shelf. Furby’s big eyes created a strong emotional connection with consumers. The logo and face plates were embossed and have a Spot UV gloss finish, both of which give the package a premium look & feel. I also created a no-extra-cost, unboxing experience.
– AN IMPACT AT RETAIL – I created conceptual merchandising displays, showcasing prominent, cohesive retail statements, that would be used all across the globe.
– THE FURBnomenon — Furby’s viral takeover over of Tik-Tok and Instagram played a major role in the success of the brand. I partnered cross-functionally with my Social Media and Marketing team to create several campaigns that reintroduced Furby to old fans and new consumers alike.
– BRINGING IT TO LIFE – Beyond retail displays, I also created concept artwork, as a visual reference, to build a franchise booth, at Nuremberg ToyFair. It was the hit of the show. I also created event spaces for NY ToyFair and VidCon.
– Ahhh......BUT THAT'S NOT ALL – Furby’s enormous success led to expanding the world of Furby to smaller, low cost, collectibles. Furblets were introduced to the universe with great fan-fare! I led the development of the branding for this segment as well.
– THAT'S A WRAP – Furby grew to Hasbro's top property and priority. I was the one who re-imagined its branding for today’s consumer, while recognizing and honoring its heritage and nostalgia. I have worked on many projects in my 9 years at Hasbro but building this new/old brand, from the ground up, was my favorite and greatest accomplishment thus far. My visual impact helped grow Furby to a $120M+ annual revenue, global, lifestyle brand.