Argos' Chad Valley toy range gets new branding to update 150 year history

Argos is updating the 150-year-old Chad Valley toy range it exclusively sells with a new brand identity.

The retailer will look to position the toys as a ‘real’ place and a destination for imaginative play'. It is working with brand design consultancy Elmwood to realise the concept.

The 'Valley' has seventeen 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.

Each world features vibrant illustrations which were designed with flexibility in mind so they can be used across the product portfolio.

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 at 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.”

Rob Quartermain, Argos senior brand manager said the new identity will act as a "catalyst" for future brand activity.

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