Mastermind Toys Baby is a sub-brand that was newly developed to showcase Mastermind Toys’ unique assortment of baby toys and books. I lead the development of the sub-brand assets including the logo and collateral material for the stores and website.
To accompany the launch of the sub-brand I lead the creation of Mastermind Toys’ first ever baby toy focused guide. This guide showcases MMT’s offering in a bright and engaging way, utilizing lifestyle photography and the MMT Baby colour palette to speak to parents of this younger demographic.