Plum unveiled its new identity during its preview event this week.
A new logo replaces the old purple oval and includes the new tagline, which was designed to be simple, yet memorable and summarise the key focus of the business.
The rebranded, brighter packaging will recieve a soft launch in July.
The company says the rebranding represents its growth aspirations. A brand message: “For children, parents (and grandparents) who want the best play experience, and the best quality, Plum is the active toy of choice” has also been introduced.
Plum says it will now focus 100 per cent on active play and has added a counter-seasonal range of role play toys.
Chairman Jonathan Schaffer said: "Children can be diverted from screens yet public playgrounds are no longer what they once were, so we are providing the mechanism to create ‘active play’ at home - safely and affordably. The rebrand of Plum signals a new and stronger focus for the company – this is a very exciting time for us."
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