Created by Magic Mall, a major television network based in Beijing, Luo Bao Bei is a bright and spirited seven-year-old girl with a vivid imagination. The series was scripted by Bafta award winning British writer, Dave Ingam and animated by Cardiff based, Cloth Cat Studio.

We were commissioned by Magic Mall to develop all ‘off-air’ assets required to launch the brand as a major consumer product brand, across all international markets. We led this process with Magic Mall, travelling to Beijing to develop the creative and consumer product business strategies.

Over a six-month period, working successfully between both the creators of the show in China and the animation studio in the UK, we delivered the consumer products launch strategy and positioning for the brand. This comprised development of a comprehensive 90-page style guide for all product categories, a complete packaging style guide, defining of the ‘off-air’ character and illustration style, development of product designs for all product categories, and compilation of a style guide for all marketing materials.

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