FURBY REBRANDING

Fitness & News Editorial

A couple of years in the making…
I am thrilled that I finally get to share this work with the world.

When the company decided to relaunch a new Furby, in 2023, I was tasked to lead the development of all the new branding assets. From concept to completion, (for logos, fonts, color palette, illustrations, photography, graphic elements, etc.) my designs are at every touch-point and entry into the brand, both digital and print. From the globally-acclaimed packaging, instructions and in-store merchandising to digital expressions of ecomm layouts, website designs and social media posts.

Here is a sampling of some of my designs that I am most proud of.

– AWARD NOMINEE PACKAGING –

A zoomed in approach to the packaging art makes a striking impact on-shelf. Seeing Furby’s lovely, big eyes makes a strong emotional connection with consumers.

These renders don’t fully do the packaging justice. The logo and face plates are embossed and have a Spot UV gloss finish, both of which give the package a premium look & feel.

The packaging was nominated as “Package of the Year”, for TheDieline.com

– AN IMPACT AT RETAIL –

I loved getting photos from all over various regions in the world that show how they used these conceptual merchandising displays to make a prominent statements at many, various, retail stores.

– THE FURBnomenon —

Furby’s viral takeover has played a major role in it’s incredible success.

I partnered closely with the Social Media and Marketing teams to create the campaign that reintroduced Furby to old fans and new consumers alike…at digital, e-commerce, retail sites and social media platforms, like Instagram & Tik Tok.

– BRINGING IT TO LIFE –

This is the artwork I created as visual reference to build a branded space for Furby, at Nuremberg ToyFair. It was the hit of the show.

– 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!

– WE'RE JUST GETTING STARTED –

This is just the beginning!
Since the Furby brand has sky-rocketed to success, right out of the gate, the challenge is to make the brand a lifestyle brand, who’s primary target audience is girls 6-9 years old, and not just a toy. Therefore, I am working closely with licensed consumer product teams to expand the universe of Furby to apparel, housewares, accessories, electronics, etc.

I am proud to say that Furby is the number 1 property and priority at Hasbro and that 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 7+ years at Hasbro but building this new/old brand, from the ground up, was my favorite and greatest accomplishment.

Stay tuned for what else is in store for Furby in the future and remember to always “Free Your Inner Furb!”