BARNEY PRODUCT LAUNCH
THE ASK
Bring Barney back to the toy aisle.
With Barney’s World introducing the character to a new generation, we needed to develop a creative toolkit for the global launch of an entirely new product line, while reconnecting with the millennial parents who grew up with Barney.
The challenge was creating a flexible visual and messaging system that showcased the breadth of the line, felt distinctly Barney, and could scale across shopper, social, and e-commerce for global markets and industry partners.
PLAYTIME AWAITS
Enter a world of love & imagination.
We connected classic Barney nostalgia with the new Barney’s World through the recognizable intro and music, then built on the new series’ color, motion and themes of love, friendship and imaginative play to create a cohesive launch language for the product line.
EXECUTIVE CREATIVE DIRECTOR: LAUREN COLLEY
CREATIVE DIRECTION CARINNE URRUTIA
PHOTOGRAPHER TERRI WEBER
SENIOR DESIGNER KELSEY ESTRADA
CLIENT MATTEL
LIFESTYLE PHOTOGRAPHY
Build a world for play.
Taking elements from the show’s intro and graphic key art, we created Play Haven, translating the world of Barney’s World into a physical environment for the product. Color, shape and playful set elements carried the visual language into the space, while keeping the toys and authentic play at the center.
TOOLKIT
A flexible toolkit of product and lifestyle photography, social, motion, e-commerce and digital merchandising, provided to global markets and industry partners to adapt across retailers, assortments and launch needs.
