Argos to update 150-year-old Chad Valley toy range

Published on: 20th February 2015

Argos is updating the Chad Valley own-brand toy range with a new brand identity.

The retailer is working with brand design consultancy Elmwood to realise the concept. The Valley has seventeenChad-Valley-WORDPRESS different worlds, which allow the brand to showcase its range of toys. Dinosaur toys now live in the Jurassic Dinoland, vehicles come from Motor City, whilst Chad Valley dolls inhabit Dolls World.

As part of the rebrand Elmwood will deliver a template for brand consistency across multiple channels, including product packaging, catalogue pages and a dedicated Chad Valley webshop within the Argos website. To further the brand experience the agency also devised an augmented reality catalogue page and a pop up stand for an internal event celebrating the identity’s launch.

Steven Shaw, design director, Elmwood, said: “It was great to immerse ourselves in the Valley of Imagination and to view the world as a child again. We wanted to create packaging that could live on after purchase. The child can use the wraparound landscape on the box as a diorama for the toys to play in.”


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