Hamleys Denmark

“The Toy Mission” is a digital orphanage for the world’s unused toys. A non-profit utility where people can meet their perfect playmate.

To create awareness around The Toy Mission, we released a limited edition red version of the Missions icon – Sad Toy.

The limited edition Sad Toy was distributed in a unique and hand crafted packaging which was designed to capture and enhance the experience of discovering a long forgotten toy in the basement.

This helped create sympathy for The Toy Mission and underlined the total experience of receiving the limited edition Sad Toy.

As a part of the design team at Halbye Kaag JWT I helped develop the design concept and parts of packaging design.

Credit: Robert Daniel Nagy, Jens Henrichsen, Phong Phan

Recognition: Creative Circle 2014 Shortlist: Product Print

Case overview