Fisher-Price is a toy brand for young children thatâs been in business since 1930. As a long-established and storied brand, some of its lines, such as Little People and Power Wheels, have become indispensable fixtures in toy stores and childhood in general. As part of a new brand strategy, Fisher-Price is placing more emphasis on fun and play, so they brought agency Pentagram onboard to refresh the brand identity.
Pentagram tapped into Fisher-Priceâs long heritage to create an entire visual language based both on historical assets and the emotions surrounding playing with toys. Since the toymaker makes products for children from newborns to primary school-aged, the new brand identity needed to be extensible enough that it can be used across a broad range of toys, including licensed product lines featuring Batman, while maintaining brand cohesion.
