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Fisher-Price Cars 2 Packaging Illustration

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Licensing Design: Creating Packaging that Fits the Market–Fisher-Price Cars 2 | Fisher-Price, a well-known national toy manufacturer, licensed Cars 2 characters and wanted to adapt a background image from the movie for their popular GeoTrax transportation systems. The Pixar-provided background image was too sophisticated to appeal to the target market. And because the Cars 2 characters were licensed, all design work had to be approved by both Fisher-Price and Disney/Pixar. Inspired by Disney/Pixar's original image, we explored numerous stylizations of the seaside setting, re-imagining it as more graphic and playful to varying degrees. Our simplified graphic reinterpretation conveyed the sense of the movie's international flavor and held appeal for the 2 to 7-year-old target market. For each GeoTrax product, we had to integrate provided product photography with the background scene. To promote unification, we used elements from our original simplified image and customized them to fit each package. Based on our success with the GeoTrax line, Fisher-Price hired us to create backgrounds for point-of-purchase materials and packaging for their Imaginext(R) products featuring both Cars 2 and Toy Story licensed characters. Through adapting our background for each product, integrating the product photography and rebuilding the landscape to keep recognizable aspects, we were able to offer Fisher-Price a unified product line that not only fulfilled their licensing requirements, but appealed to their target markets. Interested in this project? Click the PDF icon above to download the Full Case Study.

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