Collaboration with kids2 to develop toddler concepts to continue to build and strengthen the Bright Starts brand.
Research was kicked off with brand immersion, where existing products were updated using cues from existing design language. This was followed by competitive analysis of the toddler toy market to identify unique design opportunities. After analyzing the market as well as the existing assortment, ideas were captured and discussed to generate a scope for the concept.
Character-based ideation led to concept development. Preliminary concepts were reviewed with client feedback used for refinement. Selected concepts were 3D modeled for form development and analysis of viability.
Journey Bug takes you on a sensory journey by identifying and displaying colors placed along its path. The toy can be set to propel itself along the map (play mat) or guided manually. The play mat is portable and can be used on its own at any age as all the electrical components are housed in the ladybug. The concept can be expanded to different animals by using the same chassis and updating the outer shell. To compliment other animals, themed mats are also available to help introduce the concept of animal groups and their natural habitats.