When Netflix launched it's animated children's series Beat Bugs - which featuring an adorable cast of bugs going on fantastic adventures inspired by the music of The Beatles - a toy line was not far behind. I was the creative lead on the packaging for these toys to be sold exclusively at Target. Collaborating with their retail team, we created this packaging designed to visually pop off their shelves, highlight toy features and promote the exciting inclusion of beloved Beatles songs. The toy line was comprised of several sub-brands, each with their own unique challenges. Below you can see how diverse the toys are, yet held together by a unifying graphic look.
The Fab Figures packages feature die cut layers to create depth and a universal clear dome that was designed to save on tooling costs and accommodate all of the figurines.
The Motion-Mania Line were figures with functions. Packaging was designed to highlight those unique functions.
Kids could learn to play 3 Beatles songs by following along to the lights and sounds of Crick's Guitar. The package was designed so kids could have access to buttons that triggered the lights and sounds.
Kumi's Beatbox was another fun instrument that allowed kids to learn Beatles songs by following along with the lights and sounds.
These adorable Singing Glowies were showcased in minimal packaging that allow kids to engage with them. By squeezing their soft fur, kids could activate each Glowie's unique song.
Of course there was a yellow submarine! Actually, we had to call it the "Musical Submarine" for copyright reasons. This open-front box allowed kids to trigger the lights and sounds, spin the propeller and open the hinged top.
The Magical Musical Beat Bug Keeper utilized an open top package that allowed kids access to the "Try Me" sound button, hinged lid flaps and folding handle.
The Beat Bugs Alive toys featured innovative technology: when the toy was placed near a TV or phone playing a Beat Bugs episode, the toy would sing along with it's animated counterpart on the screen. However, this technology was expensive creating a marketing challenge: I had to design a package that was larger (than actually necessary) and more premium-looking to give the toys more of a shelf presence and perceived value to warrant a higher price point.
The Beat Bugs plush line's price point required using the most simple packaging possible, yet these hang tags carried all the required safety, legal and bar code info and still delivered the graphic style of the packaging line.
