T.D.G. Vertriebs Design & Branding OFFLINE GAMES by Korefe


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Industry Toys
Media Design & Branding
Market Germany
Agency Korefe
Copywriter Lorenz Ritter, Sabine Kuckuck
Released January 2012

Credits & Description

Category: i. Own Label and Private Label brands
Advertiser: T.D.G. VERTRIEBS
Product/Service: OFFLINE GAMES
Agency: KOREFE
Creative Direction: Antje Hedde (KOREFE)
Copywriter: Sabine Kuckuck (KOREFE)
Copywriter: Lorenz Ritter (Kolle Rebbe)
Design: Saara Jaervinen (KOREFE)
Illustration: Saara Jaervinen (KOREFE)
Illustration: Katja Unterkofler (KOREFE)
Artbuying: Katrin Gruen (Kolle Rebbe)
Productioner: Oeti Warnecke (Kolle Rebbe)
Productioner: Stephan Gerlach (Kolle Rebbe)
Productioner: Ulf Schuetze (Kolle Rebbe)
Final Art Work: Maik Spreen (Kolle Rebbe)
Account Manager: Christina Griese (Kolle Rebbe)
Account Manager: Inga Eickholt (Kolle Rebbe)
Photograph: Karin Nussbaumer
Print: (WEBER Druck+Display)
Print: (Loebarth Sieb- Und Textildruckerei)
Production: (Tischlerei Klinksiek)
Media placement: Skipping rope - regional children’s boutiques - 31 January 2012
Media placement: Knitting - regional children’s boutiques - 31 January 2012
Media placement: Toy blocks - regional children’s boutiques - 31 January 2012

Describe the brief from the client
Develop a toy that stimulates children’s imaginations like in the old times and inspires them to play in the real world. Because the digital world has drastically changed the playtime habits of children: instead of running around outside, they’re sitting inside - instead of creating something new with their own hands, they’re letting themselves be entertained - instead of moving their entire body, they’re simply using their thumbs and index fingers for game consoles. That’s why Retro Kids wants to develop toys that give children a new feeling of creativity and haptic.

Describe the challenges and key objectives
To re-design popular classic toys: those that you like to remember and played with as a child now have a new shape, a new name and a new packaging to make them exciting for children in 2012 – even without a high score.

Describe how you arrived at the final design
All the toys are made of robust, safe materials. The pole between analogue and digital toys is reflected in the illustration on the packaging’s design. To inspire children, directions and tips are printed both on the outside package as well as on the cloth bag.

Give some indication of how successful the outcome was in the market
Since Offline Games is a new market launch, only a limited number of toys were produced in the first phase – which was a lot more successful than expected. The demand for Offline Games was so high that the toys had to be re-ordered within 2 weeks, and all the new children’s shops asked said that they would include the products in their range without exception as soon as new products could be delivered.