The Magnetic Collision Between Innovation and Creativity

Packaging design
Identity design

Launching a toy line inspired by an attractive and captivating television show not only provides a guideline for the project developer, but also represents an advantage when it comes to positioning products on the market. If you add new technology and a fascinating toy to the mix, it’s a simple and easy formula to success.

For the Top Design team, the challenge was to turn the premise of a successful TV show from the other side of the world, into a new and attractive product for the Latin American market, and achieve a toy that would thrive in this new region.

In order to tackle this challenge, the team set out to do the following: cast out the show as the protagonist of the strategy, thus freeing the structure that that implied, and making it easier to exploit the toy’s multiple features. The spotlight was rather placed on the following: the hypnotic way in which two toys collide so dramatically—yet so well-done— that it creates a third one, leaving children in awe and conquering their imagination.

The team designed a completely new logo for an attractive packaging that highlights the product’s uniqueness thanks to its brilliant technology; appropriating retail shelves and generating a much stronger emotional connection between the product and the consumer than the Asian packaging.

Top Design is passionate about projects that involve toys with innovative and functional technology. They found this in the dynamism between the magnets, which led to the slogan "CRASH AND FUSION". Simply, but powerfully encapsulating the toy's DNA: the untimely merge of two vehicles that gives life to a powerful robot.

Derived from this, two products have been devised: SKYDEN and AQUA PRIME. These took thousands of children by surprise, who excitedly spend hours playing with the Fuzion Max team, fascinated by the impressive way in which their new heroes are assembled.

We’ve succeeded in generating a new concept by taking parts of a product that wasn’t exploiting its full potential, given the multiple attributes it was conceived to have. With this, a completely different line was achieved; one that provided more efficient results by knowing how to take the true points of value and express them in a clearer and more accurate way.