How do you rebrand a line of toys that’s already been very successful without losing the audience?

For Discovery Toys, a direct marketing toy company, the line of toys aimed at the 3 months–3 years market segment was very successful. However, the packaging was very inconsistent up to that point.

Yes, the solution would definitely show the product, but it should also create a “line look” that would unify all the toys in that line into a recognizable “family”. The background color became a soft yellow, neither favoring boys nor girls. And, while it’s not visible in the image, the background for each product always used silhouettes of the product to make a knockout white pattern. Happiness & Joy = Standard.