The rebrand of a company responsible and renowned for its impact on childhood development has allowed it to exemplify that remit via visual testimony.

Fisher-Price’s 83 year history has propelled it to the forefront of the children’s toy market. The company however, has found that young children, toddlers and even babies are increasingly using such grown-up toys as iPhones and iPads. In developing new interactive toys to suit this trend, Fisher-Price has introduced a new set of brand guidelines to highlight its tradition of excellence.

Duffy & Partners, a US design firm, left the iconic Fisher-Price logo alone, but revamped the rest of the branding, tone of voice, packaging and brand guidelines. It has added a “Joy of Learning” logo on packaging to serve as a visual touchpoint for the brand’s involvement in childhood development through its toys.

“Here, The Joy of Learning and packaging system were designed to help make the complexities of childhood development a tad more digestible and the experience of shopping for toys a bit simpler,” Duffy & Partners says. “Design offers up ways to connect with parents living in a world of information overload, as they strive to help their children become all they can be.”

The consultancy consolidated the branding of nearly 4,000 products worldwide within the same guidelines and under a unified visual language. It also worked on sub-brands for different age ranges and products. The rebrand will be rolled out to 30 countries and translated into 10 languages.